Apple TV customers get Now TV Sky Sports Day Pass - Telegraph
Apple TV customers in the UK can now get 24-hour access to Sky Sports channels for 9.99

Sky has announced that Apple TV users in the UK can now sign up for a Now TV Sky Sports Day Pass, providing access to all six Sky Sports channels via their Apple set-top box for the first time.

For 9.99, the Sky Sports Day Pass from Now TV gives sports fans with Apple TVs instant access on to the live sports channels for 24 hours. The pass activates immediately upon purchase and is billed directly to their iTunes account.

"Its 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 Gidon Katz, Director of NOW TV.

"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.

Sky launched its Now TV service in July 2012, offering only films at first, but adding sports in March 2013 and entertainment channels in October 2013. Movie and entertainment channels are accessed by paying a monthly fee, and sports on an ad-hoc basis ("pay as you go").

Earlier this year, Sky launched a Now TV-branded streaming box, allowing users to stream Now TV content to their TV, and to view content from BBC iPlayer, Demand 5, Spotify and Sky News.