Sky Italia unveils NOW Sports Pass promotion to herald start of Serie A season

Sky Italia has announced an aggressive new price promotion for the sports content on its streaming service NOW. As of August 28, would be subscribers can secure NOW’s Sports Pass at a price of €9.99 per month for a year. After this, the broad-based sports offering will revert to its standard price of €14.99 per month.

The promotion, available until September 27, has been timed to coincide with the start of the new Serie A elite soccer season. But anyone who signs up will also gain access to franchises such as UEFA Champion’s League, Formula 1, MotoGP, and the NBA. There is also live club football from the Premier League and Bundesliga.

Sky Italia’s main competition in Italy comes from the likes of global streamers DAZN and Amazon – and there were rumours earlier this year (March 2023) that Serie A was interested in acquiring the platform from its current owner Comcast.

Subsequently Sky Italia has made moves to futureproof its business by securing rights to 185 out of 203 UEFA Champions League matches and all 342 UEFA Europa League and UEFA Conference League matches for the 2024-27 seasons.

The new UCL contractual period grants Sky Italia an increased number of games, the result of a revised and expanded competition format. Under its current three-year deal, Sky Italia broadcasts 121 UCL matches per season and 282 Europa League and Europa Conference League matches per season.