Sky is to offer access to Sky Sports on a pay-as-you-go basis at a cost of £9.99 a day.
Access to the Sky Sports service, which includes a portfolio of six channels, traditionally comes as part of a monthly premium TV package, where prices start at around £40.
The new deal will give PAYG subscribers access to all six channels for a period of 24 hours and is designed to target customers keen to watch a one-off sporting event.
The option will be made available to subscribers of Sky's Netflix-style on-demand service NOW TV later this spring.
