Millions of UK consumers are now able to sign up for Sky Sports content on a pay-as-you-go basis.
The television, home phone and broadband provider has launched Sky Sports on its IPTV platform NOW TV, meaning viewers can get unlimited 24-hour access to all six channels for just £9.99.
UK consumers can enjoy live football, cricket, rugby, F1 and a host of other sports with no contract or installation required.
Sky claims NOW TV is perfect for those people who want the flexibility to buy specific matches or events, or to take advantage of a whole day of live sport.
"Because NOW TV offers instant access, customers can enjoy the UK’s best line-up of live sport at the touch of a button on the most popular connected devices, including Xbox 360, computers, tablets and smartphones," the firm noted.
Pay-as-you-go customers will be able to enjoy live action from the Barclays Premier League and UEFA Champions League, all 19 Formula 1 Grand Prix races, all ten home and away Ashes Test matches, the British & Irish Lions 2013 Tour of Australia and three of the four golf majors.
Barney Francis, Managing Director of Sky Sports, claimed the firm "has never offered a greater choice of high-quality live sport".
"Whether it’s the Ashes, the Lions, F1, or the finale of the football season, there’s something for all sports fans on Sky," he said.
“At the same time as we’re innovating on-screen, we’re always looking at new ways to make our content available to customers. NOW TV is a great way for even more people to enjoy the best action from Sky Sports.”
Simon Creasey, Director of NOW TV, commented that the launch of Sky Sports on NOW TV is "a landmark moment" for sports fans.
"For the first time you can get great value, commitment-free access to Sky Sports, all at the touch of a button," he claimed.
"So whether it’s a Grand Prix on your TV, a Premier League match on your iPad, or an Ashes Test on your PC, millions more people can now enjoy great live sport across the most popular internet-connected devices."