Sky have warned they are plotting a 'significant' crackdown on fans using 'dodgy' Fire Sticks to watch their programming without paying the subscription.
Fire Sticks usage is on the rise and illegally allows viewers to watch content, download apps and stream live sport on their television or films without paying the broadcasters.
Most British sports fans think it's fine to illegally stream live action, according to an industry report that was published this week.
Sky have been working alongside the police to stamp down on the practice and those caught out either distributing the devices or using them to watch illegally could face fines of up to £50,000 and jail time.
With football rights fragmented across multiple broadcasters, fans could be asked to shell out more than £1,350 each year to watch games on TV when Paramount+ start broadcasting the Champions League in 2027.
A growing number of supporters download the third party software that allows them to watch their teams play either when broadcast on UK subscription channels or foreign coverage not shown domestically.
While there are not any official figures for the number of people using 'dodgy' Fire Sticks, the estimate nationally is five million.
Sky have been working with FACT (Federation Against Copyright Theft) and Premier League to eradicate the practice.
A Sky spokesperson said: 'At Sky, we invest significantly in protecting our content, which can include taking action against those who watch Sky without paying the proper subscription fee.
'We of course ensure that any action we take is compliant with all applicable laws.'
If someone is found guilty of using illicit device to stream, they could face criminal charges under Section 11 of the 2006 Fraud Act.
Anyone found guilty of such an offence could be fined heavily or face a prison sentence up to five years.
Those who have not distributed illegal Fire Sticks but still use them to avoid paying subscriptions to the the likes of Sky and TNT Sport will face less severe action but could still be fined thousands and face up to a year in prison.
But findings in the Sport Industry Report 2026, which sampled 1,002 members of the public and 264 sports professionals, show most Brits think it's fine to illegally stream live action.
And even the majority of athletes believe it's socially acceptable to use illegal pirating services, despite broadcasters indirectly boosting their salaries.
Damningly, 66 per cent of the sports professionals surveyed and 58 per cent of regular people think illegal streaming is acceptable - despite them claiming to be 'interested' or 'very interested' in sport.
Affordability of attending fixtures is the main concern for fans across every age group, according to the Sport Industry Report.
Meanwhile, vendors of 'dodgy' Amazon Fire Sticks are reportedly suspending their services after the police declared war on the illegal devices.
An investigation in Scotland by the Sunday Post revealed that providers have essentially cut off their services - leaving their customers fuming.
In November, Daily Mail Sport revealed how chiefs are going about their investigations.
Tech-savvy criminals are up against Premier League investigators armed with forensics, private prosecutions and police raids.
The business of illegal sports streaming is a lucrative one. In July, 36-year-old Stephen Woodward was jailed for three years after making £1.1million from three illegal streaming sites over a seven-year period.
Following repeated alerts from the Premier League in recent years, there has been a major focus on tackling illegal streaming in the UK.