This means that with up to 30 per cent off for food-led outlets plus an extra 30 per cent depending on the venue’s location and 33 per cent off for Sky Ultimate for Molson Coors stockists in the UK, the total possible discount package available to some UK pubs could be as high as 73.3 per cent.
Many in the trade had expected an increase following Sky’s £2.28 billion purchase of five of the seven Premier League packages for the next three seasons until 2015. This represents an increase of around 40 per cent on Sky’s last three-year agreement with the Premier League.
Here, there have been no changes made to Sky’s pricing structure. However, it has introduced a half-price viewing offer for new customers, according to a spokesperson.