Sky Sports, who will broadcast the Masters this week, are elevating golf to one of the mainstays of the network with its own channel, seemingly at the expense of rugby union.
Sky are revamping their service this summer with cricket, Formula One and golf getting dedicated channels. Football is still seen as the big seller and will have two channels, one for the Premier League and one for the rest.
But rugby union, despite Sky televising the Lions and England's autumn internationals, is going to be bundled with other sports in a variety package.
The new format will allow a cheaper entry price for one package of £18 a month but viewers will pay significantly more if they want to purchase the whole of the Sky Sports output.