According to BT, which was appointed to market the Amazon Premier League Pass in July, pubs with a rateable value between £8,000 and £15,000 will pay £315 for access to the internet giant’s 20 exclusively live Premier League matches across December – with BT Sport customers eligible for a 20% discount.
What’s more, existing BT Sport subscribing pubs will have the option of spreading the cost of Amazon’s festive fixtures over six months.
BT has also clarified that any pubs or clubs will be able to access the games using their current set top box equipment and satellite dish via channel 490 and the red button.
The Morning Advertiser (MA) has requested information on additional price points but at the time of writing hadn't received a reply.
In addition to revealing the cost of the Amazon Premier League Pass for publicans, BT Sport stated that in order to help venues make the most of Amazon’s seasonal fixtures – including the Merseyside derby and Tottenham’s trip to Old Trafford – customers will also receive free point of sale, including posters, window stickers and digital assets.
Amazon will show 10 evening clashes across 3, 4 and 5 December – comprising six 7.30pm kick-offs and three at 8.15pm – in addition to 10 games across Boxing Day and 27 December.
As reported by The Morning Advertiser, pubs purchasing the Amazon Premier League Pass will benefit from the same match choice options available to Amazon Prime home viewers.
“We are excited to bring such a fantastic line up of games to pubs and clubs over the festive period,” said Bruce Cuthbert, director commercial customers at BT Sport.
“For the first time ever, Boxing Day will see no fewer than nine games broadcast with the first game kicking off at 12.30pm and the last, which sees European Champions Liverpool travel to Leicester, scheduled for 8pm.
“Licensees will be able to choose which games to show to their customers, and for those with multiple screens and the right set up, they will be able to offer a bigger choice with a massive six games kicking off at 3pm.
“We’re making the Amazon Premier League Pass available to all pubs and clubs and are especially pleased to offer both our existing and new BT Sport customers a 20% discount together with the option to spread the cost over six months.”
Benefits of early adoption
According to Matchpint co-founder Dom Collingwood, the pub operators he's spoken to have been quoted between £385 and £460 per pub for the right to show all 20 games.
"Despite BT's delay in releasing details, we still believe early adoption of this offer is a good investment," Collingwood told The MA. "The best indicator we have of what might happen is by looking at when BT Sport entered the market in 2012 and the effect it had on search traffic for pubs showing sports fixtures.
"In the first season of BT Sport’s existence, MatchPint saw was a whopping 56% more fans searching for BT Sport fixtures versus those on Sky Sports.
"Driving this was the fact that during this period, there were 50% fewer pubs advertising BT Sports versus Sky. Six and a half years later, the number of pubs and searches have pretty much levelled out.
"Whenever there’s a new player in any market, some adopt early, others wait and see what happens. The delays in any concrete details about the service combined with the first round of games coming as the Christmas season truly kicks into swing means there will be many landlords who simply won’t get round to setting this up in time.
"But the spoils are clearly there for those who do. A survey of MatchPint users in November 2019 showed that over 62% of sports fans don’t have an Amazon Prime subscription.
"We'd recommend to any pubs on the fence that they take up the offer and begin advertising online and in their venues as soon as possible."
Amazon's fixtures in full
Tuesday 3 December
7.30pm – Crystal Palace v Bournemouth – Amazon Prime Video
8.15pm – Burnley v Manchester City – Amazon Prime Video
Wednesday 4 December
7.30pm – Chelsea v Aston Villa – Amazon Prime Video
7.30pm – Leicester City v Watford – Amazon Prime Video
7.30pm – Manchester United v Tottenham – Amazon Prime Video
7.30pm – Southampton v Norwich – Amazon Prime Video
7.30pm – Wolves v West Ham – Amazon Prime Video
8.15pm – Liverpool v Everton – Amazon Prime Video
Thursday 5 December
7.30pm – Sheffield United v Newcastle – Amazon Prime Video
8.15pm – Arsenal v Brighton – Amazon Prime Video
Thursday 26 December
12.30pm – Tottenham v Brighton – Amazon Prime Video
3pm – Bournemouth v Arsenal – Amazon Prime Video
3pm – Aston Villa v Norwich - Amazon Prime Video
3pm – Chelsea v Southampton - Amazon Prime Video
3pm – Crystal Palace v West Ham – Amazon Prime Video
3pm – Everton v Burnley - Amazon Prime Video
3pm – Sheffield United v Watford - Amazon Prime Video
5.30pm – Manchester United v Newcastle – Amazon Prime Video
8pm – Leicester City v Liverpool – Amazon Prime Video
Friday 27 December
7.45pm – Wolves v Manchester City - Amazon Prime Video