Under the partnership agreement, licensees are entitled to a third off the cost of their Sky subscription if they stock Molson Coors products including Carling, Doom Bar and Coors Light.
The package also gives publicans access to free venue-wide Wi-Fi multiple viewing cards, free PoS and marketing materials, as well as a free monthly magazine and planning tools, available through the MySkySports website.
“The combination of offering amazing live sport and a great range of drinks will help venues stand out from the crowd and increase trade,” David Rey, managing director at Sky Business said.
Premier League football matches, the England cricket team’s test series against South Africa and the West Indies, and the Lions Tour to New Zealand are among the sporting events that will be aired on Sky.
Molson Coors UK and Ireland managing director Phil Whitehead added: “This year will be huge for live sport and we are thrilled to be able to offer customers this unique opportunity that offers them even more value.
"Molson Coors has the strongest portfolio of brands it has ever had and, through our partnership with Sky, we are simply providing greater choice and more reasons for people to head to their local for a pint.”