More fans have watched Barclays Premier League football on Sky Sports this season than ever before, it has been revealed.
According to Sky, the 2013-14 campaign has been a record breaker - not just in terms of the number of live games, but also viewing figures on TV and mobile devices.
Based on data for the season so far, average audiences for live matches on Sky Sports are up by seven per cent on last season.
This is despite the launch of a rival Barclays Premier League broadcaster in BT Sport, which has signed a deal to air 38 matches per season until 2015-16.
Sky says that 49 of the 50 most-watched top-flight games this season have been on Sky Sports, which currently shows 116 live matches each year.
Barney Francis, Sky Sports' Managing Director, claimed the broadcaster has been enjoying its "biggest and best Premier League season ever".
"Viewers are responding in record numbers," he stated. "Sky Sports has offered the best range of matches, the best analysis and the best production.
?"With little over a week until the end of the Barclays Premier League season, it looks like the title race will go right to the wire, with Liverpool, Chelsea and Manchester City still in contention.
Mr Francis said he is delighted that the league crown will still be up for grabs, live on Sky Sports, on the final day of the season.
"Then we launch into a great summer of live sport, and we have more exciting plans as we look forward to the next football season too," he stated.
In addition to Barclays Premier League football, Sky Sports also covers the SkyBet Football League, UEFA Champions League, La Liga, SPFL, international football and more.