Now TV sports pass goes live on Apple TV

BSkyB has launched sports content from its Now TV over-the-top service on Apple TV web streaming boxes in the UK for the first time. 

The Sports Day Pass costs £9.99 (€11.80) per-day and gives users access to all six Sky Sports channels without needing a Sky contract.

The pass activates immediately upon purchase and is billed directly to a viewer’s iTunes account, said Sky.

“It’s been a busy year for Now TV as we continue to widen access to our top-quality content by launching on popular platforms our customers use,” said Now TV director Gidon Katz.

“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 want to watch from the comfort of their sofa.”