Since we ditched both Sky and then BT afterwards, we've enjoyed being able to swith-on/switch-off rolling subscription services.
NowTV works well for us for the F1 and Rugby Internationals (or used to for the latter, we've watched a few of the Rugby Championship games on there of late). We hijack BT Sport off of my Mother-in-Law's BT Broadband account so use the app (she in turn uses our NowTV login to watch the F1).
Amazon Prime is a rolling contract and £5.99pcm. I think just about everyone I know has a Prime subscription anyway, so for many it should be a no-cost service to consume. And for those who don't have it, hopefully for the cost of a couple of pints a month it's deemed decent value for access to matches.
The only annoyance of NowTV and the BTSport apps (at least it definitely is for us) is that you cannot record, or start the show from the start - It's watch live, or nothing. Amazon have the ability to watch live, or from the beginning of the show (or if you've started watching you can resume from where you left off) which is excellent.