Sky has invested $1 million in the Drone Racing League (DRL), and will broadcast the sport on Sky Sports.
For the uninitiated, the DRL is the world's premier league for the sport of drone racing. This involves people racing custom, hand-built or identical drones through complex, three-dimensional race courses. The action is streamed live from the drone's eye view, making the experience of watching it akin to playing a racing video game in first-person mode.
The 2016 league will air as 10, one-hour episodes spanning five races. It will start in October, and air on Sky Sports Mix, Sky's taster channel that's free to all Sky customers, even those who haven't subscribed to its sports package.
"We are thrilled to be partnering with DRL to help develop this exciting new sport," said Emma Lloyd, group business development director at Sky. "The investments we make are all about driving innovation, and ultimately improving the Sky experience for customers.
"We're really looking forward to working with the team at DRL to grow the sport and to bring something completely different to audiences across both TV and digital."