Save with Sky Sports

Star Pubs & Bars are offering their licensees an impressive 30% discount on Sky Ultimate subscriptions when they stock a specified range of Heineken products.

Worth more than £3,000 per year to the average pub, the package is available to both new and existing Sky subscribers and is backed by a range of support to help attract customers and build profits.

What’s on offer

New subscribers can receive three Sky HD boxes, enabling pubs to screen three different matches simultaneously, in addition to free Cloud Wi-Fi, including standard installation with one access point.

Existing subscribers will receive a second and third viewing card and a second and third box, at no extra charge, as well as free Cloud Wi-Fi including installation.

Under the promotion, both new and existing subscribers will be able to access: 

  • All four Sky Sports HD channels
  • Sky Sports F1™
  • Sky Sports News
  • Sky 3D
  • Both UK Eurosport channels
  • A range of top-rated entertainment and music channels including Sky News


To be eligible for this promotion, licensees must stock the following HEINEKEN brands:

  • Foster’s Gold, Heineken and Desperados
  • At least three flavours of Bulmers Cider
  • Up to two cask ale brands from the Heineken portfolio, if cask ale is available on tap
  • Sign up to HEINEKEN UK’s Discover World Beers agreement
  • Sign up to the 12-month Sky Ultimate agreement

What can TV sport do for a pub?

Star Pubs & Bars have been working hard to make TV sport more accessible to its licensees because research shows customers who watch sport in a pub or bar at least once a week spend around £18 per visit.

In addition to helping licensees add this valuable extra income to their pubs at a significantly reduced cost, the promotion can help a pub attract new customers and more visits from current customers through a range of support including:

Point of sale materials– subscribers receive free fixture posters, tent cards, banners and other promotional material.

Sky Sports pub challenge app– a new interactive app that is available exclusively to customers watching live Barclays Premier League football in official Sky Sports licensed venues. It features pre-match quizzes, in-game predictions and post-match polls to drive profitable footfall and includes a pub finder to locate a venue.

Technical support– a telephone hotline and email to answer your questions.

Hints & tips – Sky Sports Preview, a free monthly magazine and Sky’s dedicated website provide everything pub owners need to promote sport and attract more customers. Highlights include tips and practical advice on how to make the most of sports, easy-to-use calendars and planners and access to free downloadable posters at point of sale.

Case study: Golden Lion, Rainford, St Helens

Here’s how this exceptional promotion has helped one North West licensee bring TV Sport to his pub.

“As a food-led pub located in the heart of a large village, I didn’t think that TV Sport could do much for my business. I talked to the people at Sky who offered me a discount for being a food outlet, plus another discount for our rural location and this was on top of the 30% discount for being a Star Pubs & Bars’ licensee!

The package I got through Star Pubs & Bars includes two Sky cards and two HD boxes, so I can show a choice of sports or matches on our four screens simultaneously. I signed up on the Friday and the engineer was around the day after to install the system, despite the fact it was a Saturday! I also get free Cloud Wi-Fi and really good POS support with lots of posters, tent cards and so on.

Having TV Sport hasn’t altered the fundamental character of my pub: we are still very much a dining destination and the core of our offer is still quality food and drink. But, what the TV promotion has done is allow me to add a different dimension to my offer that provides me with another source of income for very little capital outlay. Now, people in Rainford who want to watch sport in a relaxed and welcoming pub environment, perhaps with a meal before or afterwards, choose The Golden Lion instead of one of my competitors.”