Apple is adding more and more content to the Apple TV: starting today, Apple TV users in the UK can access NOW TV’s Sky Sports. For £9.99, the Sky Sports Day Pass gives users instant access on their TV to all six Sky Sports channels. The pass activates immediately upon purchase and is billed directly to the iTunes account.

Note that passes purchased on Apple TV are non-transferable to NOW TV accounts or other devices. Passes purchased through a NOW TV account cannot be accessed via Apple TV.

Sky Sports offers access to live action from the Barclays Premier League, UEFA Champions League, Formula 1, Test cricket, US and European Tour golf, ATP tennis, European and international rugby union and more.

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Upcoming sporting highlights include the remainder of The Ashes series live from Australia, top matches from the Barclays Premier League, UEFA Champions League knockout stages, Capital One Cup and Sky Bet Football League, Rugby Union’s Heineken Cup, the World Darts Championship, NFL Super Bowl XLVIII, plus much, much more.

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