Virgin Media has unveiled the UK’s first sports television season ticket - a way to save money on a Sky Sports subscription.
Up until the close of the football transfer window at the end of August, Virgin Media TV subscribers can sign up for ten months' access to Sky Sports 1 to 5 for a one-off fee of £150.
This offers a discount of 40 per cent compared to paying for Sky Sports on a month-by-month basis.
As such, viewers can watch Sky Sports' Barclays Premier League football coverage - 116 live matches in 2014-15 - for less money.
The season ticket deal arrives to coincide with the launch of three more Sky Sports channels on Virgin Media TV.
From Tuesday July 15th, Sky Sports 3 HD, Sky Sports 4 HD and Sky Sports F1 HD will be available to the firm's pay-TV subscribers.
Sky Sports 5 and Sky Sports 5 HD will also be accessible from launch on Tuesday August 12th.
In a further boost for Virgin Media TV customers, the service provider will soon make its Sky Sports channels available on the go, through a dedicated app.
This will be initially available for iOS mobile and tablet devices, as well as online, with an Android version set to come later.
Dana Strong, Chief Operating Officer at Virgin Media, said her company is now home to all the major live sports in the UK, in HD.
"This is the first time all the Sky and BT Sport channels will be available in one place, backed by super-fast broadband, for a single great value price," she stated.
Additionally, Virgin Media customers have access to British Eurosport, Premier Sport, BoxNation, Racing TV and more.
“It doesn’t matter if you are watching at home or on the go, you now have front row access to all the top sporting action with Virgin Media," Ms Strong stated.