Sky Launches Mobile Football Services

Sky has upped the ante in the battle for audiences ahead of the new FA Premier
League season by launching on-demand mobile football services.

The mobile content, to be delivered in conjunction with News
International-owned newspapers The Sun and News of the World, will see football
fans delivered an array of content direct to their phones.

The on-demand service, called 24-7 Football, will offer T-Mobile, O2 and 3
customers coverage from the FA Premier League and UEFA Champions League.

Fans will be able to watch live goals on their mobile phones and access
post-match highlights and a video archive.

However, UEFA regulations prevent 24-7 from showing the goals as they are
scored between 2.45pm and 5.15pm on Saturdays.

24-7 Football will be available for £5 a month, or customers can choose to
pay 50p a clip.

Separately, Sky is making available on its mobile service every Premier
League match broadcast exclusively live on its satellite TV channels.

From August, Sky Sports 1, 2 and 3 will be available via Sky Mobile TV as
simulcast channels. Customers will be able to subscribe to the sports package
for £5 a month.

Launched in November 2005, Sky Mobile TV allows customers to receive over 30
mobile TV channels including live news, music, entertainment and documentaries.

The service is currently available to 3G subscribers on the Vodafone and
Orange networks, and is expected to launch on the T-Mobile network in the coming
weeks.