I along with numerous others have complained that the HD quality from sky sports broadcasts is much lower quality than that of its peers, via the box, freeview or freesat. That said, in recent weeks it appears to be slightly better. Still well below par and not worthy of the title HD.
I thought this was a rouse by sky to prep us for the release of ultra HD. However this has not been offered yet so I was wrong. I suspect its sky sending virgin a poor grade/low bandwidth feed, but Virgin should be on their case.
Its unlikely to improve to an acceptable level, especially if your TV is over 50inches. I will be looking at returning to Sky, especially as I now live in an area with fibre connection from competitors.
Bottom line is how highly you value your sports. If I was not a sports fan, I would ditch sky and virgin as they dont offer the the amount of 4k, HDR, atmos content I get from netflix for a hell of a lot less. Even as a sports fan it's a likely option as I can watch highlights. The £100 plus a month I'm paying will probably need to be switch to my energy supplier rather than tv supplier. Somthing both Virgin and Sky should probably consider as the country is crippled by inflation.