It, too, wanted a timepiece that its clients could wear while sky-diving, swimming, playing golf or tennis, hang-gliding or anything else they might care to pursue, without having to take it off for dinner.

WSJ: This Sporting Life

Sky has previously featured sporting events on its 3D channel like Ryder Cup golf, Premier League and of course the 2012 Olympics.

ENGADGET

Last year the Irish broadcaster secured a six-year deal to televise the PGA golf tour featuring 40 leading tournaments, rights previously held by Sky.

BBC: ITV scores in FA Cup rights fight