Greene King and Stonegate to screen Amazon’s football fixtures

By Alice Leader

- Last updated on GMT

Festive fixtures: pubcos hope screening will increase trade
Festive fixtures: pubcos hope screening will increase trade

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Both Greene King and Stonegate have invested in Amazon Premier League Pass, which will allow their pubs to broadcast the online giant’s Premier League matches during the Christmas period.

More than 400 of Stonegate’s sports estate will be showing all of Amazon’s Premier League games live in the UK as from 3 December.

Greene King has also announced it will be showing all the fixtures in more than 900 pubs, including 10 matches across 3-5 December, nine matches on Boxing Day and one on 27 December.

Stonegate digital marketing manager for sports Elliott Cantor said: “Our mission is to become the market leader for enjoying sport out-of-home.

“Football is most certainly one of our more popular sports and the investment we are making in the Amazon Premier League Pass is certainly worth it.

“The amount of fixtures during what would normally be quieter trading days, will give us a fantastic return.”

First-class equipment 

All the live fixture information is available on Stonegate’s app for sports fans across the UK, We Love Sport​.

Following the launch of the app in September this year, it has been downloaded more than 34,000 times and had over 17,000 in-app redemptions.

The app was created to drive sports fans into Stonegate’s venues to watch events on the big screens and soak up the atmosphere while they are at it.

Cantor continued: “Due to the first-class AV equipment we install in our venues, we will be able to show localised games as per customer and pub requests.

“The beauty of the We Love Sport​ app is that all this information is in our customers’ pockets.”

BT Sport connectivity & commercial sport director Bruce Cuthbert said: “We’re delighted to work with Stonegate to deliver the Amazon Premier League Pass to over 400 pubs across the country.

“Amazon’s games will present pubs with a unique opportunity to show live football at key trading times over the festive period and we’re excited to be working with a leading national operator with a track record of delivering a great sports experience for their customers.”

Commitment to broadcasting 

As part of a landmark broadcasting deal, Amazon secured exclusive rights to 20 matches per season for the next three years in a deal worth £90m to the streaming service.

Broadcaster BT Sport has been appointed to market Amazon’s Premier League Pass to commercial premises, which will be accessible via their current set-top box equipment.

Greene King chief commercial officer Phil Thomas said: “Boxing Day fixtures are a huge part of the football calendar and usually throw up some big clashes, and this year is no different.

“This year we will have nine games available to view throughout the day, kicking off at 12.30pm and finishing with a final match at 8pm.

“Football fans can look forward to a huge day of Boxing Day football and will be able to enjoy these great festive fixtures in more than 900 Greene King pubs nationwide.

“Additionally, to be one of the first major pub retailers to announce this investment demonstrates our commitment to broadcasting all major sporting occasions, both football and beyond, as well as our ambition to become the undisputed home of pub sport.”

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