The company, which had frozen prices for the last three years for pubs, hotel bars and clubs, had introduced “at least one price increase in that period” for other sectors, it pointed out.
The new prices will come into effect in full on August 1st.
And there‘s no guarantee that prices will hold steady for another three-year period.
“We only make pricing decisions in respect of the coming year, so have made no plans for any further years,” a spokesman for the company pointed out to Drinks Industry Ireland.
The announcement follows the news that Sky has partnered up with Molson Coors in Ireland to provide licensees with up to 30% off their Sky subscriptions. Customers who sign up to a 12-month Sky Ultimate contract and stock a minimum of two Molson Coors products in a bar will receive a 20% (2 brands) or 30% (3 brands) discount on their Sky subscription.
The pair already operate this collaboration in the UK.
Sky is also launching a new dedicated sports channel – Sky 5 – it’s seventh on 12th August. The channel will be Sky Sports’ new home of European soccer featuring exclusively live content including the EUFA Championships League, La Liga, Copa del Ray (Spanish soccer) and Coppa Italia (Italian soccer). Under a new deal Sky willl also be showing the UEFA Euro 2016 Qualifiers and the Erdivise (Holland’s top division).
“Scheduling of all Sky Sports European football content on one channel will make it easier than ever for pubs to show all this great content and appeal to fans of European football and football in general,” stated the company.
In addition to the Barclays Premier League, Champions League soccer and the European Challenge Cup, Sky will now be showing Ireland’s UEFA World Cup Qualifiers and Euro 2016 Qualifiers (kicking-off in September, featuring Scotland, Wales, Northern Ireland and RoI).
RoI will also be included in coverage of the Irish Rugby Union Autumn Internationals and the Summer tour to Argentina.
“It’s through this investment that we can keep delivering great content and our unrivalled range of products and support tools that drive value for licensees,” states the spokesperson.
The recently announced 30% discount deal with Molson Coors will also be subject to the price rise.