Sky is to offer football fans the chance to watch live Barclays Premier League matches on a pay-per-view basis via their internet TV service from the spring.
The broadcaster will give unlimited access to all six of its sports channels via 'Now TV' for a 24-hour period for £9.99, which will include taking in Formula One grand prix, England cricket matches or Masters golf. Previously, Sky Sports subscriptions operated on a monthly basis.
BSkyB chief executive Jeremy Darroch said: "We think that a day pass is going to be attractive.
"We think it will work well alongside Sky Sports and will complement (subscription packages) well, it a way to extend Sky Movies, Sky Sports and later entertainment channels to an entirely new set of customers."
NOW TV is available on a range of internet-connected devices as from personal computers and laptops to smartphones and some games consoles.