Rivals of BSkyB are now able to offer Sky Sports 1 and 2 to their customers as a reduced cost sports service comprising the two main sports channels.
However, it seemed that BSkyB was not going to give up that easily and went ahead and raised it is prices.
Further to this action, BSkyB has created a package of five sports channels, not including the Sky 3D Channel which also shows sporting events but obviously broadcasts in 3D.
To help launch the new Sky Sports package, BSkyB has brought in that old favourite, Eric Cantona, to front up the Sky Sports advertising campaigns.
The idea behind the campaign is to show that Sky TV is the only place where all five channels can be seen in HD.