NOW launches new Sky Sports memberships

Sky UK’s streaming arm NOW has overhauled its sports offering by splitting its traditional single sports package into two distinct subscription tiers, according to reports published on Monday, 13 October 2026. This structural shift allows subscribers to choose between a football-only plan and a multi-sport alternative, marking a departure from the all-or-nothing approach that previously required viewers to pay for the complete channel lineup regardless of their individual preferences.

The new membership structure, detailed by Telecompaper and Advanced Television on 13 October 2026, aims to capture audiences who felt priced out by comprehensive sports bundles. Carli Kerr, Managing Director of Sky TV and NOW, explained the reasoning behind the change in an official release reported by ISPreview UK and Cord Busters.

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"Every sports fan has the moments they can’t wait for, whether it’s kick-off, the first ball of a Test match or a match-winning double in the darts. With our new memberships, fans have more choice over the sport they pay for. Football fans can choose Football, and fans of F1, cricket, golf and more can pick Multi-Sport. And those who want everything can still get All Sky Sports. It’s a simpler, more flexible way to get the sport you love on NOW."

Carli Kerr, Managing Director of Sky TV & NOW, via Sky Group

Under the updated framework, the Multi-Sport Membership starts at £19.99 a month, covering events such as every Formula 1 race weekend, golf majors, men's and women's international cricket, year-round tennis, darts, rugby, and the NFL. Meanwhile, the Football Membership starts at £23.99 a month, providing access to more than 1,500 live matches across competitions including the Premier League, Women's Super League, English Football League, and Scottish Professional Football League. Customers who prefer the complete roster can continue subscribing to All Sky Sports starting at £27.99 a month, as reported by Cord Busters.

As detailed by Cord Busters, the lower headline rates require a 12-month commitment. Over the full term, subscribers will pay £239.88 for Multi-Sport, £287.88 for Football, or £335.88 for All Sky Sports. Customers who prefer flexibility can opt for rolling monthly plans, though these carry a higher price tag. Furthermore, picture quality remains subject to add-ons: standard NOW packages stream in 720p on a single screen unless upgraded with Boost or Ultra Boost.

Industry analysts have weighed in on the strategic motivations behind the split. Paolo Pescatore of PP Foresight suggested to Advanced Television that the pivot is a necessary adaptation to consumer habits. He noted that many viewers previously felt forced to pay for exhaustive packages when watching only a fraction of available broadcasts. According to Pescatore, offering tailored access helps protect Sky's core subscriber base while attracting new sign-ups and addressing the ongoing challenge of unauthorised piracy by providing more affordable, legitimate pathways.

Availability varies depending on the platform used to access the service. While subscriptions can be purchased directly through NOW, Apple, and Amazon, customers accessing the streaming platform via EE will continue to receive the full All Sky Sports lineup by default, as outlined by Sky Group.

As the streaming market responds to these new membership structures, viewers will monitor whether competing broadcasters adopt similar unbundled models for their own sports portfolios. For further updates on broadcasting changes across the sport sector, readers can follow ongoing coverage on T3 and platform announcements directly from NOW.