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NOW, formerly known as NOW TV prior to a 2021 rebrand, is an over-the-top,  direct-to-consumer live streaming platform prominent in the United Kingdom, but available elsewhere.

Live football on NOW for the 2023/24 season

NOW, which launched in the UK in 2012, is owned by the British media conglomerate Sky Group. Since then, it has grown its base to now include Ireland, Switzerland, Germany, Austria, Italy and the United States.

In the UK, NOW subscribers can buy passes which enable them to watch Sky content. The passes differ in terms of the variety of content available, from entertainment to movies and most importantly, to sports.

Football fans in the UK can access Sky Sports channels, and the football available on there, via a NOW subscription. That means instead of signing up for long contracts and bundles with other services they don't want, fans can get only the sport they desire on a no-contract, monthly subscription basis.
This means watching the Premier League, the EFL, Bundesliga and more with no strings attached, via live streaming on your favourite mobile devices.


Which football competitions does NOW show?

As NOW basically acts as a way for consumers to get access to all Sky Sports channels on a no-contract, online basis, it holds the rights to the same football events as Sky.
Those include the Premier League, the EFL and the German Bundesliga.

NOW, through the Sky Sports channels it hosts on its platform enables fans to watch 128 live matches from the Premier League per season.

On top of that, NOW is a great place for EFL fans as it covers 138 regular season EFL matches (from the Championship, League One and League Two) each campaign, and all 15 post-season games - the two-legged semi-finals and finals of all three tiers.

Its connection with the EFL extends beyond that to include coverage of domestic cup competitions the EFL Cup, known as the Carabao Cup for sponsorship purposes, and the EFL Trophy.

What’s more, NOW also boasts 48 matches per season from the Scottish Premiership and several fixtures per game week from the German Bundesliga.

The best TV packages to get NOW

Excluding promos and special offers, the best of which are available on the NOW website during Black Friday, football fans have two regular options for accessing .

These are the Sports Day pass, which allows 24 hours of access to Sky Sports for the price of £11.98. This is ideal for consumers who don’t need regular live football but are desperate to watch one big game on a one-off basis.

Alternatively, you can subscribe to the Sports Month pass for £34.99. This includes access to all 11 Sky Sports channels during a monthly period.

The monthly pass is a great option. It works out much cheaper than a long contract, bundle-type deal from Sky themselves, which will often include tonnes of stuff you don’t want like internet, phone or TV packages.

Of course, unlike Sky Sports, NOW is strictly a live-streaming platform. You can watch it across a bunch of mobile devices, including smartphones, tablets, smart TVs, etc, but you won’t be able to access the content via traditional television and will need a stable internet connection.

Best NOW Live Streaming Options in the UK 

NOW’s entire business model is built on live streaming. It’s an over-the-top platform available to download from every app store to the majority of portable devices.

The only way to get NOW is online and via live streaming. You can use their website to choose a pass for you and sign up, or do so directly on their app, and start watching your favourite club now.

Can You Watch NOW Using a VPN?

Fans from around the world can watch football on the NOW live streaming platform with a Virtual Private Network (VPN).

Even if you don’t reside in the UK, you can access NOW football live streams wherever you are, with the help of a VPN. What’s more, with now being present in various other territories with different libraries and channels, British consumers might be intrigued to check out what NOW has to offer elsewhere.
Assuming you have checked the rules and regulations regarding VPNs where you are, and done your due diligence regarding the best VPN to go with, there’s little stopping you from accessing football live streams on NOW, wherever you may be.

Best NOW Football Pundits and Commentators

As NOW grants its subscribers access to Sky Sports, the broadcasters from that network are available on the NOW platform. Those include some of the best pundits, hosts and commentators in the game.

Veteran lead commentator Peter Drury covers the Premier League, EFL Cup and England national league games for the broadcaster, to the joy of millions of football fans tuning in.

Alongside him is usually one of Gary Neville or Jamie Carragher, two of the most high-profile and loved football pundits/co-commentators in the country.

Nev and Carra are also regularly found in the studio offering pre and post-match analysis as pundits, where they often interact with the likes of Roy Keane, Micah Richards and Jamie Redknapp, who are also among the most well-known and much-loved pundits around.

Pros and Cons of NOW

The biggest plus of subscribing to NOW is that it allows the user to watch live TV from Sky Sports, as well as great on-demand content, for a one-off fee with no contract.

This is what makes it so much more preferable to younger people, who don’t want to be tied down to 12 or 24 month Sky contracts, with broadband and other stuff they don’t want thrown in. They want Sky Sports and only Sky Sports, and with NOW they can get it.

The only real downside of NOW is that it doesn’t cater to those less tech-savvy among us, those without stable internet connections, as the platform is only live streaming based and has no linear TV option.

However, with this description fitting fewer and fewer people in the UK each year, this consideration is becoming less and less important.

Remember, you don’t need to be an astronaut to get NOW. It can be downloaded very easily to most devices, and payment can be made in a variety of simple ways.

FAQ: How to watch football on NOW

Q. How can I watch football on NOW TV?
A. You can watch live football on NOW, formerly known as NOW TV, by signing up for a daily or monthly sports pass and downloading the NOW app to your device of choice. After you’ve subscribed and got the app, simply log in and navigate to the Sky Sports channels.

Q. Can I watch NOW TV for free?
A. It is not possible to watch NOW, previously known as NOW TV, for free in the long term. There is a free trial but this is only available for the cinema or entertainment packages. For sports, you must pay from the get-go - £34.99 a month or £11.98 for a day pass.

Q. Can I get BT Sport on NOW TV?
A. In the UK, NOW (the new name for NOW TV) does not carry TNT Sports, formerly known as BT Sport. British football fans can access Sky Sports through a NOW membership. However, in the Republic of Ireland, subscribers can also opt for a Sports Extra pass, which can include TNT Sports and Premier Sports. This is not the case in the UK.

Q.  How can I watch NOW TV?
A. Subscribe to NOW, formerly known as NOW TV, and get a day or monthly pass. Then download the NOW app, log in and start watching on any of your devices. Simple.

Q. How to watch Premier League football on NOW?
A. It’s easy to watch the Premier League on NOW. Simply download the app, log in and head to the Sky Sports channels. Then select the channel which is showing Premier League football at that time. Channels like Sky Sports Football, Sky Sports Main Event and Sky Sports Premier League regularly show Premier League football matches.

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