Sky price freeze for pubs
Sky is freezing prices for the next football season to help publicans gain more "certainty" over costs.
The broadcaster said it is also offering a range of new services to help pub customers drive their businesses. This includes a free introductory viewing period for new customers, free Wi-Fi and a Support your Local campaign providing free regionalised point-of-sale kits.
Iain Holden, managing director of Sky Business, said: "We will continue to add new and innovative products and services to our packaging, to help support our pub and club customers — for example, this year sees the launch of free Wi-Fi powered by The Cloud from Sky to our customers. Beyond driving more value into the Sky subscription, by holding our prices, we can also help provide
just a little more certainty for bars over their entertainment expenditure."
Trade reaction to the news was generally positive, with some associations claiming Sky has finally realised it is time to treat the trade fairly.
Association of Licensed Multiple Retailers strategic director Kate Nicholls said Sky has "belatedly realised" it must work harder to earn the trust of subscribers. She said: "For licensees, it has never been about the quality of the product nor even, necessarily, the price you pay. The issue has always been about choice and value for money. Over recent years Sky has represented very poor value for money — with inflexible contract terms and limited choice of programming to suit different needs."
British Beer & Pub Association chief executive Brigid Simmonds said it was a "relief" that Sky was not proposing further increases after "forcing up prices in an unacceptable way" in the past. She said: "I hope it's just the start of a fairer approach to pubs.
"Publicans have had to endure huge price hikes, year after year — 20% last year alone — pushing many pubs to take their Sky services out. It's a shame, as pubs have been facing huge pressures."
Danny Foley, host of the White Horse in South Norwood, London, said: "I think Sky should do more to support pub customers, especially when they offer us nothing in terms of close season discounts. There should be a price reduction, especially as Sky gives price reductions to residential customers.
"There should be a fixed fee for all pubs instead of being based on a pub's rateable value. Size isn't everything and different pubs have different needs."
The move follows the price restructuring that was introduced last year based on rateable value with discounts for those with sizeable food trade or outdoor areas.
Contrary to the BBPA's 20% price hike claims, Sky maintains that on average charges rose between 9% and 11%.
