Sky has invested $7 million (£4.33 million) in YouTube sports network Whistle Sports. The two companies will work together to create "exciting new content for younger sports fans, particularly 'young millennials'".
It's Sky's second big investment in an online video company in recent weeks. Two weeks ago, Sky invested £300,000 in LA-based online video aggregator Pluto.TV.
Clearly Sky wants to embrace online video.
Whistle Sports specialises in making sports accessible to younger audiences. It covers basketball, baseball, soccer and American football, as well as more niche interests like football freestyle, skateboarding, trick shots and ultimate frisbee.
It also works with the NFL, PGA Tour, NASCAR and Major League Baseball to help them reach younger sports fans and has more than 8.3 million subscribers across 192 channels.
Here's a taster of its output:
Sky hasn't confirmed what kind of shows it will work on with Whistle Sports.
"Whistle Sports has very quickly established itself in the US as a major new sports network," Barney Francis, managing director of Sky Sports, said.
"We see lots of potential to harness Sky Sports' content and relationships with major sports bodies and brands to work alongside Whistle Sports' talent network. We look forward to exploring opportunities to collaborate on video content that helps broaden engagement in sport, especially for younger audiences."