If you are a Sky Sports Complete or Sky Sports F1 and UHD customer, you can enjoy channels 401 and 406 in the very best picture & sound quality 24/7. Allowing you to experience more exclusive live ...

It's the Sky Sports F1 UHD aspect that brings a further upgrade to Sky's coverage, by adding the Ultra HD resolution. That's right: 4K ultra-high-def racing action direct from your Sky device is ...

So it doesn't come free, but you knew I was going to say that, didn't you? If you want to add Sky Sports UHD to your Virgin subscription then it'll cost you an additional £7 per month.