I've been looking for it for a while too. No way i'm paying £35 a month, far too much just to watch the odd match. The day and week passes are a joke. The season pass is just about doable at £179, but i've a feeling they will put it up to £199.
It's all a bit annoying how it's done. When you cancel you get offers. I've recently declined offers of £5.99 a month for the cinema and £20 a month for 3 months for the sports, purely cause there's nothing i want to watch. They can't give sports away when there's only netball and cricket to watch! They want customers, but they're reluctant to just give a decent price. Now tv and all internet streaming in general, is so unreliable, £20 a month for the sports pass is plenty.
If i wanted to pay £40-£50 and upwards for tv, i'd get the proper Sky package that actually works most of the time. But i don't watch enough tv to justify that. £179 is borderline, but i can justify it when i tell my wallet it's only about £20 a month. It's a luxury to me, not an essential. Unlike most people, i really don't have much interest in watching the big teams. I like watching local (Yorkshire) clubs and NFL, beyond that i'm not really bothered. Not everybody is a Premier League fanboy. I wouldn't watch Chelsea v Tottenham if they were playing in my garden.
It would be good if they offered a Now TV season pass like the mobile sports option. It has Sky Premier League, pus Sky Action and Arena for £5.99 a month. Would be ideal as i only watch football and NFL. Dont need all 11 channels
One tiny word of caution. Just make sure you're going to make enough use of the pass before buying it. I stumped up for the pass last season but watched very little live football as I wasn't always at home for it. That's why recordable Sky Sports on BTTV will be worth the wait for me. If however you are going to make good use of the pass then it's a bargain at that price, although as @gavs82008 points out you're only getting 720p/25fps and not Full HD 1080p/50fps, with no red button games or catch up available.