BSkyB has announced plans to offer Sky Sports outside of the monthly subscription model for the first time, through the Now TV internet on-demand platform.
The broadcaster will offer a 24-hour "day pass" access to all six Sky Sports channels for a one-off fee of £9.99 a month.
The pass is aimed at folks who want to check out occasional events, like an important Premier League game, a crucial F1 Grand Prix or perhaps the final round of The Masters golf, which Sky recently acquired the rights to televise.
A tenner sound expensive, but it certainly beats the £42 you'll need to cough up for a monthly subscription and is probably cheaper than an afternoon in the pub watching Super Sunday. It'll also be great for non-Sky subscribers who'd like to have friends over to watch a certain event.
Sky's Now TV launched last summer, offering subscription access to Sky Movies content, in a bid to tackle the on-demand threat from Lovefilm and Netflix, but has so far only attracted 25,000 subscribers.