Football has always been a primary driver of Sky subscriptions - and with those subscriptions falling, I suppose they are trying to come up with increasingly desperate gimmicks to try and boost numbers. I think I read PL viewing figures were down 10% last season. That will largely be due to the fact the title race and relegation spots were basically done and dusted by February, but nonetheless, Sky can't control that. They can just try these little gimmicks to try and make otherwise mundane games more interesting.
It won't work, but I'd assume they're just throwing crap at the wall at this point to see if anything sticks. When Sky first brought PL coverage in they had American traditions like cheerleaders (the head-to-head team logo clash graphic was also ripped off from US American Football coverage). They ditched it all very quickly because the UK public weren't partial to any of that nonsense and it was a waste of time and money. I imagine this will go the same way.