Sky freezes pub prices as TV football battle intensifies

14-Jul-2013 - Last updated on 15-Jul-2013 at 13:41 GMT

Live sport could become more affordable for pubs as Sky and BT are becoming more Competitive with their prices

The competition from TV broadcasters to supply live sport in pubs is heating up, with Sky freezing the price of its Sky Ultimate package and BT Sport providing a range of adverts and PoS material in support of its new commercial packages.

As first reported by our sister title the Publican’s Morning Advertiser (PMA) this morning,Sky Ultimate – which provides access to every Sky Sports channel – will be frozen ‘until at least June 2014’, with a half-price deal being offered for new customers until the end of September.

Despite showing fewer Premier League football matches this season (116 compared with 138 in 2012/13), the satellite company claims the upcoming season will be its ‘biggest to date.’ As such, it is investing heavily in additional TV features for pubs, which include free Sky Wi-Fi, HD, 3D and a new App to enhance in-game viewing.

David Rey, managing director for SkyBusiness, said: “We’ve held our pricing for three years, during which time we have continued to invest more and more on-screen to make Sky Sports even stronger, and in tools allowing publicans to drive strong results for their businesses.

“However, we recognise that the trading environment remains tough for publicans, which is why we are choosing not to pass on any of our cost increases in what will be one of the most explosive seasons on Sky Sports.”

TV sports battle

Sky-Bt-Sport-pubs — Sky will show 116 live Premier League games next season, with BT offering 38

The British Beer & Pub Association welcomed Sky’s announcement, with chief executive Brigid Simmons claiming that TV charges are ‘certainly a significant cost for pubs’.

“I am pleased Sky have specifically acknowledged the financial pressures pubs are under,” she said. “It is also good news that we are seeing more competition over live sport in pubs, which should help to keep prices down in future.”

The biggest competition comes in the form of BT Sport, which recently unveiled its new TV offering for pubs, clubs, betting shops, hotels and other commercial premises. It will show 38 Premier League games along with the FA Cup, the UEFA Europa League and Premiership rugby union.

As also reported by the PMA,BT Sport is providing pubs with PoS material for pubs to encourage customers to watch more sport in their venues. From today (15 July), licensees will receive a pack full of banners, bar mats, bar runners and posters for the Premier League launch weekend on 17/18 August.

It has also just announced that it will use ‘digital’ beer mats to help publicise its TV service this summer. Customers in pubs and clubs will be able to use their smartphones to scan BT Sport beer mats, bar towels and posters to activate video content, including sporting highlight clips.

To view what Sky Sports has on offer for UK pubs, click here and for BT Sport deals, click here.