New Sky and Molson Coors deal offers licensees lower point of entry

By Stuart Stone

- Last updated on GMT

New deal: Sky and Molson Coors' partnership offers a discount on sports TV subscriptions
New deal: Sky and Molson Coors' partnership offers a discount on sports TV subscriptions

Related tags Sky sports Sport Molson coors

Sky and Molson Coors have unveiled a new partnership designed to offer more flexibility, more choice and more savings to licensees.

Open to both new and existing customers as of 2 April, the revamped partnership between Sky and the producer of Pravha, Staropramen, Blue Moon, Carling and Doom Bar will introduce a new 15% Sky subscription discount to licensees at a lower entry point of two Molson Coors brands and three kegs a week, plus three further discounts based on the number of brands.

Under the current Sky and Molson Coors deal, licensees have the option of stocking three Molson Coors draught brands to receive 20% off Sky Ultimate and free Wi-Fi or a 33% discount and free Wi-Fi in exchange for Molson Coors fulfilling all drinks requirements.

As reported by The Morning Advertiser​, Sky and Molson Coors have worked in tandem since striking their first deal in June 2012,​ which provided independent outlets up to one third off the price of their Sky subscription, a freeze on the price of Carling until December 2013 and free Wi-Fi.

Creating customer experience

“We know from our customers that our partnership with Sky is viewed as one of the biggest on-trade initiatives in years,” Molson Coors on-trade sales director Martyn Cozens explained.

“It’s been incredibly successful over the past six years, but with more smaller independents popping up across the UK, we wanted to make it work for outlets of all sizes.

“We know that people who go to pubs to watch sport typically spend more than on a non-sport occasion.

“Our partnership with Sky has always been about helping operators make the most of those sporting occasions and creating the right experience for consumers to keep them coming back.”

Simplified partnership

“We’ve worked with our partners Molson Coors to create a bigger and better discount deal – all designed to help drive footfall, revenue and dwell-time for the licensed trade,” Sky Business sales and commercial director Frank Atkinson added.

“The simplification of our partnership means that more licensees than ever before can take advantage of the discounts available to them.

“The deal gives licensees more choice too – they can serve up the sport and drinks their customers want and looking forward to the summer of sport there’s even more money-making opportunities available.”

Sky Sports will show 128 games from the 2019-20 Premier League season​ following the latest auction for broadcasting rights to top flight English football.​  

Additionally, the broadcaster will show more than 200 England cricket matches before the end of 2024, exclusive access to Formula One​ as well as world championship boxing featuring the likes of Anthony Joshua and Katie Taylor.

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