Sky is investing in virtual reality, even setting up its own VR studio to produce films. And now it's given us a taster of what to expect with this, a short VR video of boxer Anthony Joshua.
Joshua won the IBF World Heavyweight Championship over the weekend, when he beat Charles Martin at London's O2 Arena.
The video is a 360-degree look at Joshua in the ring. It's best experienced with the Google Cardboard headset. Failing that, load it in a browser that supports YouTube 360 (like Google Chrome, for example), and you can pan around it and look wherever you want.
Sky VR Studios has promised to bring us first-person virtual reality Formula 1 races, and a new way of seeing the Tour de France.
Sky isn't alone in investing in VR. Virgin Media recently released a virtual reality version of its house party advert, in which a shindig is saved by the introduction of superfast broadband.
Again, it can be viewed on YouTube using a compatible browser.
Streaming rivals like Netflix and Amazon Prime Video are also dipping their toes into the VR waters.