Sky had an easy ride for the last decade or so; if you wanted to watch sports, you needed a satellite dish on the side of your house.
But with satellite dishes reaching saturation point, and the battle for viewers' eyeballs shifting to internet streaming services, it's had to get a bit canny.
Enter the Now TV service – and its newly announced Sky Sports Week Pass. Kicking off this Thursday, you'll be able to sign up for seven days' worth of Sky Sports action, across all seven of its channels – including the new Sky Sports 5.
Conveniently timed ahead of the launch of the Premier League season on 16th August, the Sky Sports Week Pass will cost £11 – "for a limited time," so expect the price to go up at some point.
We can also see the service being a big hit among sports fans who want to watch big events such as golf's Ryder Cup and Ashes cricket matches, which span four-to-five days.
If you're counting your pennies, or if you just want to watch one big game, you can still snaffle a Sky Sports Day Pass for £7. The Now TV service is available through Sky's own Now TV box, YouView, Android and iOS smartphones and tablets, games consoles, smart TVs and Roku devices. Bad news for Apple TV users, though; they'll only be able to use the Sky Sports Day Pass.
READ MORE: Sky Now TV box hands-on review