Sky Sports’ attempts to lay their hands on anything to show has known no bounds in the past few days, from Ole Gunnar Solskjaer on a Skype call in his kitchen to a virtual F1 race featuring Ben Stokes.
If the company wasn’t suffering enough, a report by Enders Research on Wednesday showed that live TV viewing has risen by 25 per cent during the lockdown.
The problem is that next to none of that business is heading the way of Britain’s most innovative sports broadcaster.
The company will not disclose how many people have paused subscriptions since they — unlike BT Sport — provided that option to prevent a haemorrhaging of customers.