The pub trade has broadly welcomed Sky’s price freeze announcement, with many concerned that the channel will be showing fewer games.
Sky is freezing subscription prices of its Sky Ultimate TV sports package for pubs “until at least June 2014” and offering half-price deals for new customers until the end of September. It is the third successive year without a price increase.
The broadcaster is also providing pubs with a third viewing card to allow them to screen three live events simultaneously, a new App to enhance in-game viewing, and access to online training.
The freeze was seen as a positive move by many operators, including c80-strong Amber Taverns, whose managing director James Baer said: “It’s an important part of our offer and I think that Sky is recognising the cost pressures that pubs are under. There is more focus on customer service and value, as opposed to the monopoly situation of three years ago when it was more of a like it or lump it mentality.”
Simon Eyles, commercial manager at Admiral Taverns, which has around 1,100 pubs, said: “We certainly welcome this positive move and recognise the restraint on pricing as part of an increasingly supportive approach to the on-trade.”
Scott Murray of the five-strong Bar Sport added: “It’s a good thing. Obviously, they [Sky] have competition with BT Sport but Sky has the monopoly. I didn’t expect it to be a lower price.”
The British Beer and Pub Association also praised the move. Chief executive Brigid Simmonds said: “I am pleased Sky has specifically acknowledged the financial pressures pubs are under. 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.”
However, Kate Nicholls, strategic affairs director at the Association for Licensed Multiple Retailers said that this is “not technically a price freeze”, referring to the fewer games that Sky will be showing, given the BT Sport launch next month. “It’s good there’s no increase,” she added.
William Lees-Jones, managing director of the Manchester-based brewer and pub operator JW Lees, had stronger views. “I am surprised that they are not reducing prices in the light of the new competition that BT presents,” he said.
