The channel will be available to Sky Sports subscribers only from today (23 August) It was previously part of the Freeview package of channels.

Advertisements push the “bigger and better” high definition channel’s new “widescreen format, more live reports and new iPad app”.

The 24-hour service provides updates on live sports events, football transfer news and highlights.

Sky has been marketing its sports channel heavily over the last month in advance of the new football season.

The pay-tv company launched an Eric Cantona fronted campaign last month highlighting the variety of its sports service.

Sky has also been running comparison ads attacking the football package offered by BT Vision.

The two recently signed a deal enabling BT Vision customers to watch Sky.

Sports 1 and Sky Sports 2 at cheaper rates than Sky charges its customers following an Ofcom ruling.