Heineken offers discounted BT Sport package

By Mike Berry

- Last updated on GMT

Heineken offers discounted BT Sport package

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Heineken has signed a deal with BT Sport to offer its on-trade customers a discounted TV sport package.

Discounts of up to 50% will be offered to licensees taking the BT Sport Total package – which covers mid-week Champions and Europa League, plus Premier League matches, as well as top-flight rugby and other popular sporting events.

The deal follows a three tier structure with 30%, 40% and 50% discounts on the sports package offered to customers depending on their stock agreements with Heineken.

Pubs that sign up will also get access to BT Sport’s The Manager’s Office​, an online portal featuring competitions and giveaways, promotional assets to download for social media or websites, as well as access to artwork for posters and images. Access to a social media service is also included in the deal.

Lawson Mountstevens, on-trade sales director at Heineken, said: “The background to this deal is really simple - we want to help our trade customers grow their businesses. This new partnership provides them with a real opportunity to attract consumers to visit their locals at otherwise quieter times. 

“The new partnership is also a great fit, with BT Sport providing coverage of the UEFA Champions League and European Rugby Champions & Challenge Cups both sponsored by Heineken, plus the UEFA Europa League now sponsored by our Amstel brand.”

Bruce Cuthbert, Director Commercial Customers BT Sport, added: “The feedback we’ve had from our customers in the on trade is overwhelmingly positive with many reporting significant sales and footfall increases.

“BT Sport is now a must-have for all pubs, clubs and bars looking to show the widest variety and the best quality sports, and we’re delighted to be partnering with Heineken. Together, we can help licensees make the most of the trading opportunities, and provide consumers with exceptional sporting memories.”

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