Sky has introduced an upgrade offer for its existing customers, giving them the chance to save money when taking out a Sky Sports subscription.
The service provider is running a three months' half-price deal on Sky Sports, meaning customers can make significant savings during this introductory period.
Sky is also offering £20 bill credit to any customers bolting on the Sky Sports Pack to their existing TV deal.
They can watch action on Sky's six channels - in SD or HD - and take advantage of on-demand content via their Sky+HD box.
With the recent launch of Sky Sports 5 as the home of live European football, Sky Sports viewers have even more action to enjoy via the premium service.
The new Barclays Premier League season has just got underway, with 112 live matches from England's top-flight teams still to air on Sky Sports this season.
In addition, Sky Sports will show matches from the Sky Bet Championship, Capital One Cup, UEFA Champions League and more.
For cricket fans, England's one-day international series against India gets underway on Monday August 25th, live on Sky Sports.
And next month, many of the world's top golfers will descend on Gleneagles in Scotland for the Ryder Cup - arguably the most prestigious competition in the sport.
Existing Sky TV customers can get started with Sky Sports on the same day they sign up, once their upgrade has been confirmed.
Sky is also running an offer for entirely new customers who take out a Sky Sports subscription when signing up for the first time.
They are entitled to two years' free Sky unlimited broadband, which offers high-speed internet services with no monthly usage allowance.