Apple TV users in the United Kingdom gained a new channel today with the addition of Now TV's "Sky Sports", notes Pocket-lint. The channel allows users to purchase £9.99 day passes providing access to six different Sky Sports channels.
If there is a particular sporting event you want to watch, you can purchase a Sky Sports Now TV Day Pass through the app which will unlock all six Sky Sports channels for 24 hours. A Day Pass costs £9.99 and although that might seem hefty in comparison to a monthly Sky Sports subscription through Sky, Virgin Media or other TV services, it's great for those who don't want a regular contract and really only want to watch a Formula One race or cricket test match, for example.
Apple has been making regular updates to its Apple TV content offerings over the last six months, and just last week added support for ABC, Bloomberg, Crackle, and KORTV in the United States, with several of the channels available in other countries as well.
(Thanks for the photos, Henry!)