At present, subscribing licensees are rewarded with a discount of up to 30% on their Sky Sports bill if they stock and sell six kegs across three Molson Coors brands, including Carling, Coors Light and Doom Bar, per week.
However, the addition of Diageo brands such as Guinness, Hop House 13, Open Gate Pilsner and Open Gate Citra IPA as of July will mean pubs stocking and selling four kegs across three more brands – assuming a minimum one keg per brands – will be eligible for up to 50% off their subscription.
The new deal will be extended to new Sky Sports customers as of September.
“With Diageo joining the Sky and Molson Coors Partnership, new and existing customers can now enjoy even bigger savings and even more choice, serving up more of the sports and drinks that matter most to their customers,” Frank Atkinson, Sky Business’s sales and commercial director explained.
“We’re delighted to welcome Diageo on board, giving licensees the opportunity to unlock extra discounts of up to 20% off their Sky bill, taking the total discount available up to 50%.”
The partnership with Diageo marks the latest iteration of Sky Sports and Molson Coors’ deal with pubs after it was announced in June the pair had joined forces with Ei Publican Partnerships to deliver bespoke sports packages to Ei’s estate of 161 leased and tenanted pubs.
Discussing the deal, Diageo’s on-trade director, Melissa Yorke, explained: “Diageo is committed to supporting the on-trade and we’re really excited to launch this new partnership with Sky and Molson Coors.
“Guinness has a long-standing relationship with sport, in particular rugby, and we know how valuable screening live sport can be for the pub.
“We are sure this partnership will make it more accessible for outlets to benefit from this.”
“It’s fantastic to see our partnership with Sky Sports continuing to grow,” Molson Coors’ on-trade director Martyn Cozens added.
“We set out on this path with Sky six years ago to bring something different and of real tangible value to the on-trade and it’s been a tremendous success.
“Earlier this year, we relaunched the deal to give more flexibility, more choice and greater savings to licensees, with Diageo joining the partnership that proposition is strengthened even more.”
As of the next Premier League season, which kicks off on 9 August, Sky Sports will broadcast an unprecedented 128 live fixtures, including the Friday night curtain raiser between Liverpool and Norwich City.
The Morning Advertiser recently revealed that the number of cases involving illegal streaming in pubs and bars made the Premier League the “most active” user of the UK High Court last year.