has teamed up with web agency Skinkers to develop Sky Alerts, a service that brings sports news directly to the user's desktop. Sky Alerts were also launched for Sky News earlier this summer.
Users can choose to receive alerts for all sports, or can opt for their favourite sport, from football, cricket, rugby union, rugby league or golf.
Fans download the free service from Skysports.com. Once installed, a discreet icon sits on the users' toolbar and pops up into a small window as major sporting headlines break. Users can then click through to read the full story.
Sky hopes that the alerts will reinforce its reputation for offering reliable, up-to-the-minute coverage of sports news.
Stuart Turner, business development manager at Sky Sports Online, said: "Users visit Skysports.com because they trust Sky Sports to give them the most up-to-date and accurate sports news, fast."
He added that the news alerts "bring us closer to Skysports.com's aim of reflecting the on-air offering, providing users with a total Sky Sports experience".
It is hoped that the alerts will also represent an improvement on traditional email news alerts.
Matteo Berluchi, CEO of Skinkers Communication, the agency behind the service, added: "Users who install Sky Alerts on their desktop will be the first to know what's happening to their favourite football team or golf player.
"Sky Sports can cut through the noise and deliver alerts through an alternative to the increasingly ineffective email channel."
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