The man behind the TV channel best known for its soccer coverage can see a time when Sky might "walk away" from showing some sports.
"Our investments in entertainment content and of course what that's allowing us to do is appeal to more people in the household and perhaps [to] people who don't want to get Sky for sport," Sky CEO Jeremy Darroch told CNBC.
"It gives us then more options around what we invest in. So just as we've invested more in domestic football, for example, we've walked away from some of the sports as well."
Sky, whose satellite TV network boasts more than 10 million subscribers in the UK and Ireland, last year entered a major bidding war with broadband rival BT Sports for the rights to England's soccer Premier League. Between the two of them, Sky Sports and BT Sport will pay £5.14bn ($7.36bn) for the rights to air the U.K.'s Premier League until 2019.