Go to Sky Football Website and click Sign in, at the bottom you should see three logos, Virginmedia U.K., Virginmedia Ireland and NowTV. Click Virginmedia U.K. and then you can watch once signing in with your My Virginmedia details. Make sure you're not clicking on HD unless you pay for the additional HD add on.
** I work for VirginMedia but all opinions posted here are my own.
Thanks for getting in touch with us over the forums about this issue, I'm sorry to hear that you're having issues with accessing Sky Sports.
If you click on the login button on the Sky Sports site, you can get to that page here and it will open the screen below, where you can click on the Virgin TV UK button to login using your primary Virgin Media username.
Once logged in using this you can select the channel that you want via the TV tab.