Sky Sports is offering viewers the option of a weekly pass on its Now TV internet service in a bid to keep ahead of its growing competition.
The £10.99 pass will be available from this week and it will allow users to access Sky Sports’ seven channels, which includes new European football channel Sky Sports 5.
The pass adds to the Sky Sports day pass, and both services allow BskyB to tap into the ‘pay light’ subscription market made popular by streaming businesses such as Netflix.
Gidon Katz, director of Now TV, said: “We know our sports fans are hungry for more flexibility in how they watch sport and the new Sky Sports Week Pass offers just that.”
Sky Sports is now competing with BT Sport, which launched in August last year, compromising BskyB’s traditional dominance of the sports broadcast market in the UK.
Along with the weekly pass and launch of the Sky Sports 5 channel this week, the broadcaster will also re-launch its Sky Sports News channel.