In a month packed with Premier League action on Sky Sports – a money-spinner that more than three quarters of pub owners said boosted their takings – publicans can entice February footfall with top-class coverage of the two most popular sports among the 2.1 million adults who watch live sport in pubs each week.
What’s more, with a wealth of unmissable live sport from as far afield as Pyeongchang, South Korea, and Minneapolis, US, on top of a packed Premier League schedule, there’s plenty of opportunity to drive extra trade from the coverage bookending this month’s Six Nations fixtures.
Here’s a comprehensive guide to all the live action across Sky Sports dedicated sports channels – and terrestrial TV – this month.
Thursday 1 February
Rugby league’s Super League season starts, Sky Sports Main Event
The Betfred Super League season kicks off on Sky Sports Main Event, with regular Thursday and Friday night games throughout February.
Premier League Darts starts, Sky Sports Action
Fresh from his winning debut at the World Darts Championships, Rob Cross will be a newcomer to this season’s Premier League Darts which is live on Sky Sports Action.
Saturday 3 February
Burnley v Manchester City - Premier League, 12.30pm, Sky Sports Main Event
The first Premier League fixture following the closing of what’s been a dramatic transfer window pits two contenders for manager of the season so far, Burnley’s Sean Dyche and City’s Pep Guardiola, against each other live on Sky Sports Main Event.
Wales v Scotland - Six Nations rugby union 2.15pm, BBC
France v Ireland - Six Nations rugby union, 4.45pm, BBC
Sunday 4 February
Crystal Palace v Newcastle United - Premier League, 2.15pm, Sky Sports Main Event
The dogfight in the lower reaches of the league continues with two teams desperate for a win.
Italy v England - Six Nations rugby union, 3pm, ITV
Liverpool v Tottenham - Premier League, 4.30pm, Sky Sports Main Event
Straight after England’s Six Nations tie against Italy on Sunday 4 February, a shoot-out between the two top-scoring players in the Premier League this season, Liverpool’s Mo Salah and Tottenham’s Harry Kane, live on Sky Sports Main Event that could go a long way to deciding the race for Champions League football this season.
Atletico Madrid v Valencia - La Liga football, 7.45pm, Sky Sports Football
Super Bowl 52 - NFL, 11pm, Sky Sports Main Event
All four hours of the 52nd instalment of the ‘Greatest show on Earth’ will be broadcast live on Sky Sports. Title holders the New England Patriots line up against the Philadelphia Eagles.
Winter Olympics, 9 February – 25 February, BBC
Every day for the Winter Olympics’ 17-day duration, the BBC will broadcast live from Pyeongchang, South Korea, from midnight until 8pm on BBC One and Two.
Saturday - 10 February
England v Wales - Women’s Six Nations rugby union 12.10pm, Sky Sports Action
Reigning champions England will be up against a Wales side who had a disappointing season last year.
Ireland v Italy - Six Nations rugby union, 2.15pm, ITV
England v Wales - Six Nations rugby union, 4.45pm, ITV
Man City v Leicester City - Premier League, 5.30pm, Sky Sports Main Event
After a January transfer window tug-of-war between the two sides over Riyad Mahrez, Manchester City look to pull even further clear of the chasing pack at the top of the Premier League against the most unlikely league champions in recent memory, live on Sky Main Event.
Sunday - 11 February
Aston Villa v Birmingham City - EFL Championship football, 12noon, Sky Sports Main Event
Newcastle v Man Utd - Premier League, 2.15pm, Sky Sports Main Event
Scotland v France - Six Nations rugby union, 3pm, BBC
Southampton v Liverpool - Premier League, 4.30pm
Saturday - 17 February
Leinster v Scarlets - Guinness PRO14 rugby union, 3.15pm, Sky Sports Main Event
Cardiff Blues v Munster - Guinness PRO14, 5.30pm, Sky Sports Main Event
George Groves v Chris Eubank Jr - World Boxing Super Series, ITV Box Office
True to form, the latest all-British super-middleweight world title dust up has been simmering since its announcement.
Friday - 23 February
France v Italy - Six Nations rugby union, 8pm, ITV
Saturday - 24 February
Ireland v Wales - Six Nations rugby union, 2.15pm, BBC
Scotland v England - Six Nations rugby union, 4.45pm, BBC
Callum Smith v Juergen Braehmer - World Boxing Super Series, ITV Box Office
Sunday - 25 February
Carabao Cup Final - Manchester City v Arsenal 4.30pm, Sky Sports Main Event
The season’s first silverware will be up for grabs in front of the Sky cameras.
To add Sky Sports to your venue, call 08442 414 659 or visit business.sky.com