Pay-as-you-go Sky Sports is now available through Now TV - with a daily rate that’s just a quarter of the of a monthly subscription.
All six Sky Sports channels have been added to Now TV for £9.99 for 24 hours - compared to £42.50 for a monthly subscription.
Sky Sports 1-4, Sky Sports F1 and Sky Sports News are available on Now TV alongside Sky Movies, which can be rented individually or as a library of around 600 titles for £15/month.
Simon Creasey, director of Now TV, said:“The launch of Sky Sports on Now TV is a landmark moment for sports fans. For the first time you can get great value, commitment-free access to Sky Sports, all at the touch of a button.
“So whether it’s a Grand Prix on your TV, a Premier League match on your iPad, or an Ashes Test on your PC, millions more people can now enjoy great live sport across the most popular internet-connected devices.
“And because you can start streaming in an instant, it’s perfect for those people who want the flexibility to dip in and dip out.”
The arrival of Sky Sports on Now TV follows a three-month closed user trial, probably to assess heavy load on the service during key sporting events and ensure the security is watertight.
Now TV is available online through a browser, iPhone, iPad, selected Android phones and tablets, Xbox 360 and Roku. The Sky Sports channels won’t be available through Now TV on YouView.