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The sports channels known as Sky Sports are part of the larger Sky Digital TV servicing United Kingdom and the Republic of Ireland exclusively. British sport became a lot more popular since the launching of Sky Sports channels in 1990, particularly since the nature of the broadcasts changed and a higher commitment in the direction of the Premier League and the Football Leagues was noticed. Sky Sports include four distinct channels: 1,2,3 and an Xtra option that is part of a premium television package, additional to the basic options. Moreover, Sky Sports is also available with any satellite and cable TV service provider from UK or Ireland.

Sky Sports was not part of the initial Sky Television plan and it was originally started as part of the British Satellite Broadcasting division. It’s counterpart in the Sky TV family was Eurosport that the company promoted as part of the four first Sky channels. With the merging decision between Sky and British Satellite Broadcasting in 1990, Sky Sports entered a new phase of evolution, the program underwent re-branding and a logo addition, with the broadcaster choosing its encryption as a means to trigger subscription usage. In the fight for transmission rights with BBC and ITV, Sky Sports won by making a very convenient bid.

Thus, in 1993, Sky Sports became known for broadcasting the FA Premier League Football exclusively. Another event that marked the development of Sky Sports was the introduction of Soccer AM, a morning chat show that brought all the international football events under discussion. The show had such a success that it is still aired today with Max Rushden as a presenter. Soccer AM is actually considered a media phenomenon increasing the reputation of the Sky Sports channel group to a level of fame unprecedented before in the history of the company.

From 1998, Sky Sports is broadcast in digital mode too, and this change coincided with the launch of two other sports channels in the group: Sky Sports News and Sky Sports Xtra. The novelty of the digital system back then was the choice of the interactive feature, meaning that the viewers had the opportunity to select the camera they viewed during matches. The concept became very popular afterwards for other sports too, being known as Sky Sports Active. New additions to the shows broadcast included horse racing and cricket. From 2007, the Irish network Setanta Sports also has the right to broadcast Premier League football, thus breaking the monopole held by Sky Sports.