I only have a 1080p TV. The picture quality of UHD downsampled on my 1080p TV looks much better than the HD channels, there is no artefacting, distortion, noise or smearing, and the normal HD looks blurry in comparison due to the lower resolution and detail of 1080i vs 2160p. BT Sports Ultimate is the same. So you don't need a 4K TV to see a benefit of an improved picture.
But there is one problem. The Sky Sports UHD channel is HLG, which means it has both SDR and HDR colour palettes available. But annoyingly, it forces the HDR colour palette, with no option on the Virgin box to force the SDR palette. The HDR palette looks muted on an SDR TV.
BT Sports Ultimate on Virgin doesn't suffer from this problem, because it only broadcasts in SDR. BT Sports Ultimate in HDR is only available direct from BT themselves.
So I hope Virgin add an option in the settings to force SDR.
The funny thing is, if I rewind or fast forward the UHD channel, for a split second the SDR colour palette kicks in and then it goes back to muted. So it's there, we just need the box to allow us to force it.