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Apple TV users in the UK are now able to sign up for a Sky Sports Day Pass via NOW TV.

Consumers can watch all six Sky Sports channels over the platform, by signing up for 24 hours' access for a one-off fee of £9.99.

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The pass activates immediately upon purchase, enabling non-Sky Sports subscribers to enjoy content such as live Barclays Premier League football, Formula 1 motor racing, PGA tour golf and Test cricket.

Gidon Katz, Director of NOW TV, said it has been "a busy year" for the online content provider, which has significantly scaled-up its offering as 2013 has progressed.

"We continue to widen access to our top-quality content by launching on popular platforms our customers use," he stated.

Mr Katz claimed the NOW TV Sky Sports Day Pass is "perfect" for sports fans with Apple TV, who want the flexibility to choose which live events they watch.

Viewers can enjoy coverage of the top sports events "from the comfort of their sofa", without the need for any long term commitment, he explained. Sky originally launched the NOW TV service in July 2012.

Initially, viewers were only able to access Sky Movies - with a one-month pass, which offers access to hundreds of films on-demand, costing £8.99.

Sky Sports was added as a NOW TV option in March 2013, enabling consumers to sign up for 24 hours' access whenever they choose.

And more recently, in October 2013, ten of Sky's entertainment channels were added to the platform.

This means consumers can watch content from the likes of Sky Atlantic, Fox, Discovery and Comedy Central via NOW TV for £4.99 per month.

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