I think Sky One must be running scared of ITV2 or Five, as you never see any form of Football on Sky One (other than The Match; but thats for entertainment value), plus they could have easily shown this game on any Sky Sports channel, as only Sky Sports 1 are showing a Live event tonight.
For some reason UEFA Cup games are bought on a match by match basis, so anyone can show them, hence why today there have been UEFA Cup Games on ITV2, Sky One, Five and Eurosport.
Surely the purpose of Sky having subscription sports channels is that they put all the live football on those and keep the general entertainment channel free of it.
Sky seem to be having a total u-turn at the moment, live football on Sky One & putting an entertainment channel out on Freeview, must be starting to panic.
I think the decision to show this football was SKY ONES, and SKY SPORTS wouldn’t of been very happy about it but I suppose at the end of day SKY SPORTS decided to do the presentation.
Last season SKY SPORTS had the rights for a club in the competition and SKY ONE wanted them but they decided to sell to the BBC. So basically its more of a ratings drive for SKY ONE IMO.
Football fans watch a football match and if Sky can get them to also watch "The Match" then it's good news for Sky.
Last years final of "The Match" was watched 2.212million and was the 4th highest rated Multichannel programme of 2004. Sky Sports took the other places in the top 5, with ITV2 and "I'm a Celebrity" coming in at No.6.
Sky want similar results this year, and they will probably get them.
And back in the days when there was only one Sky Sports channel, I remember Sky One showed at least one international football match as Sky Sports were showing another live event (can't remember if it was another football match). It was strange to see the Sky Sports scoreline at the top of the screen with a pink Sky circle instead of a red one!
I recall a few boxing matches were also shown on Sky Movies, can't remember if they were encrypted or not.