Tried to contact Apple - told me it was Now TV's problem
who you go to depends very much on how you signed up for NowTV.
If you signed up through Apple TV using Apple/iTunes, then you need to go to Apple because it is Apple that handle payments in this case.
However, if you signed up for NowTV through a standard NowTV account which you created on NowTV.com and then signed into that account on Apple TV, then it's now TV you need to talk to.
If it's the latter, then you can speak to live chat about the issue. By following the link below
It comes out of my iTunes account
Then it's their issue to sort out, not NOW TV's...
@SeeMoreDigital you beat me to it
Yes I know that. I'm not so worried about previous refunds, I want the issue sorted for future purchases. For that, Apple said it's Now TV who sets the pricing on their app. Now TV said it Apple. It's ridiculous no one know a straight answer to the pricing!
In this instance Apple have sold you the product (ie: the Sports pass). It's very clear on NOW TV's web site how much their services are supposed to cost, so it's Apples responsibility to sort the issue out. And don't let them (Apple) fob you off!