Iain Holden

Iain Holden. managing director, Sky Business (24)

Why he is on the list:

Holden wields considerable power over thousands of UK pub TV viewing rooms as he is the man who ultimately controls Sky's controversial commercial subscription rates. He comes from a trade background.

Some still feel he does not really appreciate the concern felt about what many in the trade feel are exorbitant charges, but the power of live football as a pub-filler can't be denied.

What the past year has held:

Sky's price rises were greeted with the usual derision last year but the protest somehow lacked the ferocity of previous years. Perhaps licensees are getting used to the annual escalator.

Holden received a trade award this month — the BII's Companion Membership gong, which rewards "outstanding support and dedication to the BII and the wider licensed retail industry over many years."

Challenges ahead:

Sky's annual subscription announcement is due before the start of next season's football season in August.

This year Sky has won back a package of fixtures lost to Setanta and it is certain the new rates will reflect this. Holden looks set to play his usual straight bat to the furore that will surely follow.