UK pay-television broadcaster Sky will launch a monthly sports pass later this month for users of its online streaming service Now TV.
The pass is aimed at sports fans who do not want to take out a television subscription for Sky’s vast portfolio of sports coverage.
It will cost £31.99 (€45/$49) and targets fans of cricket and football ahead of the Ashes Test match series between England and Australia, which begins next month, and the start of the 2015-16 English Premier League season.
The offering moves beyond Now TV’s existing daily and weekly passes, which cost £6.99 and £10.99 respectively.
Stephen van Rooyen, chief marketing and digital officer at Sky, said: “Now TV has established real momentum since it launched nearly three years ago. The acceleration in our customer growth shows Now TV is attracting customers in a way that is complementary, not at odds, with the Sky TV service.”