Pubs new to BT Sport who add one of Budweiser’s draught lines to their bar will receive 50% off the price of a BT Sport subscription, and will be offered a one month payment holiday that can be taken when they choose.
The brewer launched a Save Pub Life campaign earlier this year to provide £1m of urgent financial support to pubs. The initiative encouraged former pubgoers to spend their lockdown savings on gift cards for future drink and food purchases in a bid to help pubs while they were closed.
Broadcaster BT suspended payments for pubs during the closure period and said it would not bill sites for the month of July.
Sports fixtures are beginning to return to screens and the kick-off date for the new Premier League season has been announced as 12 September.
Ryan Fritsch, on-trade sales director at Budweiser Brewing Group UK&I said: “Pubs play a vital role in the nation’s communities and culture, and watching live sport is a huge part of this.
"As well as supporting the on-trade with safe reopening, we are committed to helping our customers create memorable experiences for pubgoers who have been missing their local over the past couple of months. Our new deal with BT Sport aims to do just that, while helping to ease additional financial pressures for pub and bar owners at a very challenging time.”
The offer comes with a range of both physical and digital support tools to help pubs get more out of their subscriptions. The tools include advice on how to show sport safely amid the Covid-19 pandemic.
Bruce Cuthbert, commercial sport director at BT Sport added: “At no other time has it been more crucial to support the industry as it re-builds. This partnership between BT Sport and Budweiser Brewing Group will provide welcome discounts for both new and existing customers, at a time when businesses need to carefully balance cost control with sound investments to encourage customers back into their venue.”