Sky has announced a double digit price increase for its commercial customers ahead of the new football season.

The broadcaster is hiking its prices for pubs and clubs by 10% from 1 August 2016.

The increase is only its second in six years as Sky looks to recoup some of its significant outlay on the new Premier League football rights deal.

The total amount paid by Sky and rival broadcaster BT was £5.136bn — an increase of 71% on the last three-year rights deal. Sky paid £4.176bn for 126 matches at an average cost per match of £11.07m.

Sky uses the rateable valuable of licensed premises to calculate pricing with discounts available for pubs dependent on location, outside space and food and drink offer.

Alison Dolan, deputy managing director at Sky Business, said customers would be getting an additional 10 top-flight matches next season, including 10 in a new Friday night slot, and more first and second pick matches featuring bigger teams.

She also pointed to additional high quality sports content include The Open golf major and additional Formula One races.

Sky will also continue to work hard to drive consumer interest in watching live sport in pubs and assist licensees through its Go Further range of business and marketing support tools, including free WiFi, Dolan added.

She said: “Sky Sports has added even more value through more Premier League matches including Friday nights, SPFL and the return of Old Firm games, Football League, The Open golf, F1, cricket and international rugby. We continually invest in the best content, products and support to ensure that Sky extends its lead as the number one entertainment choice for pubs to make more money.

“Like all businesses, we review pricing from time to time, but we work hard to minimise the impact on customers and to ensure pubs can keep driving trade with the best entertainment product for their businesses.”