Britain’s satellite powerhouse, Sky, has rolled out Sky Sports on its NOW TV online streaming service. Consumers, regardless of whether they subscribe to Sky, can pay £9.99 for unlimited 24-hour access to all six Sky Sports channels.

“Launching on NOW TV opens up Sky Sports to new audiences,” the company said in announcing the move. “It is perfect for those people who want the flexibility to buy specific matches or events, or to take advantage of a whole day of live sport. Because NOW TV offers instant access, customers can enjoy the U.K.’s best line-up of live sport at the touch of a button on the most popular connected devices, including Xbox 360, computers, tablets and smartphones.”

Sky Sports is offering a range of sports events, including exclusive live matches from the Barclays Premier League and UEFA Champions League; all 19 Grand Prix runs from the Formula 1 season, as well as qualifying and practice sessions; exclusive coverage of the British & Irish Lions 2013 Tour of Australia; 10 Ashes Test matches from home and away, as all one-day internationals and Twenty20 internationals; three of golf’s four majors including the Masters; and exclusive ATP tennis, including the ATP finals from The O2 (News - Alert).

“The launch of Sky Sports on NOW TV is a landmark moment for sports fans,” said Simon Creasey, director of NOW TV. “For the first time you can get great value, [and] commitment-free access to Sky Sports, all at the touch of a button. So whether it’s a Grand Prix on your TV, a Premier League match on your iPad or an Ashes Test on your PC, millions more people can now enjoy great live sport across the most popular Internet-connected devices.”

He added, “And because you can start streaming in an instant, it’s perfect for those people who want the flexibility to dip in and dip out.”

NOW TV is slowly adding content to the stable; it already offers access to Sky Movies, offering some movies at least 12 months before other online subscription services. With a Sky Movies monthly pass, NOW TV customers gain unlimited access to more than 600 movies on demand at any one time.

The new content will broaden the audience, execs said. “Sky Sports has never offered a greater choice of high-quality live sport and we’ve got our biggest-ever summer ahead,” said Barney Francis, MD of Sky Sports. “Whether it’s the Ashes, the Lions, F1 or the finale of the football season, there’s something for all sports fans on Sky.”