Sky One seems to be getting used more and more for sport - they've had nightly highlights of the Cricket World Cup, and of course simulcast the final. Be interesting to see if they put highlights of The Ashes on it as well.
I think a lot of this is just to prop up the ratings for Sky One and get more new content on the channel.
About ten years ago I remember reading that Sky One were going to start bidding for football rights independently of Sky Sports, because they wanted to pull in more male viewers and they thought that was an effective way to do it. Although I seem to remember it got as far as one Uefa Cup match involving Bolton and that was it.