Sports fans with Now TV will be able to gain access to all Sky Sports channels with a new weekly pass for just £10.99, it has been revealed.
In a bid to attract more customers to its streaming television service, fans who sign-up will get all seven sports channels, including the newly-launched Sky Sports 5, for seven days, while the 24-hour pass has had its price slashed from £9.99 to just £6.99.
Both Now TV offers will be available for a limited period and launched on Thursday 14 August, ahead of the new Premier league season and will join the already-available monthly passes for Sky's entertainment channels at £4.99 and films at £8.99.
Both deals could be tempting to existing Sky customers who have to fork out £24.50 on top of their basic package to get all seven Sky Sports channels.
Dominic Baliszewski, telecoms expert at broadbandchoices.co.uk, said the Now TV move was good news for customers.
"The new weekly sports pass is yet another sign that the days of costly premium sports TV subscriptions are numbered," he said.
"Savvy viewers could take real advantage of this by stretching their access over two weekends from a Sunday to a Saturday, giving themselves cost effective sports entertainment at home."
He added: "The rise of video on demand means that customers now expect the flexibility to dip in and out when they want to - with the freedom to watch on whatever platform they choose. However, more choice also means more opportunities to be confused by all the marketing. It is really worth doing your homework before deciding which option best suits your needs."
Now TV is available on a range on devices, including a set-top box that costs £9.99.