Consumers can make a choice between NOW TV passes for Sky Sports and Sky Movies when they sign up for the Sky Fibre Unlimited broadband deal.
Sky is giving deal subscribers the option of receiving three free 24-hour passes for Sky Sports, allowing users to enjoy content on all six subscription channels, or a 50 per cent discount on Sky Movies month passes for six months.
Ordinarily, Sky Sports day passes are priced at £9.99 each, while non-subscription Sky Movies access costs £8.99 per month.
The latest NOW TV promotion is in addition to the existing six months' half-price broadband and calls offer already available on Sky Fibre Unlimited.
New customers signing up for the package over the internet are also entitled to a free £25 M&S voucher, which can be used at the high street retail chain.
According to Sky, the fibre broadband deal offers "unlimited online gameplay, movie streaming marathons, and non-stop music playlists - all at the same time".
Sky Fibre Unlimited offers up to 38Mb download speeds - according to the quality of the user's connection - along with an unrestricted data allowance.
A free Sky Hub wireless broadband router and weekend calls to UK landlines are also included with the deal, along with unlimited Wi-Fi minutes on Sky's network.
With customers able to take advantage of a 50 per cent discount for the first six months of their broadband deal, Sky Fibre Unlimited is initially priced at £10 per month plus line rental.
After six months, the price of the broadband package rises to £20 per month plus line rental.