The extended partnership aims to enrich community pub experiences through a wider range of sports content and Wi-Fi services.
The initiative also intends to solidify pubs' status as central hubs throughout their local communities.
Elevating experiences
As part of the agreement, Sky Q will be introduced in Proper Pubs, granting access to the Sky Sports+ channel and the additional app.
This upgrade will provide pubs with increased flexibility to select and showcase their preferred choice of sports content and can tailor it specifically to clientele.
With Sky Sports set to increase its Premier League and Women’s Super League coverage within 2025, the timing of this partnership is set to coincide with both.
Pubgoers will be able to enjoy more football as Sky’s exclusively live coverage of the Premier League will increase by 70% from 2025 to 2026.
Sky Business director of hospitality James Tweddle emphasised the link between live sports and increased customer engagement, noting that it encourages customers to: “Stay for longer, spend more, and keep coming back.”
He added: “We’re excited to be supporting Admiral Taverns to create even more amazing customer experiences in their community pubs across the UK, all powered by our next generation network.”
Ensuring reliable connectivity
Beyond sports programming, the deal also focuses on upgrading Admiral Taverns' business connectivity.
Admiral Taverns commercial director David Wigham emphasised the role of community pubs in the UK, noting the significant role that sports viewing has within venues.
He stated: “Community pubs are an integral part of the UK’s social tapestry – they are hubs which bring people together and sports viewing plays a significant role in this.
“Giving our pubs the capability to show multiple sports which our customers love, helps to further cement them at the heart of their communities.
“We are delighted to announce our new multi-year partnership with Sky Business, which will provide our customers with the opportunity for a great viewing experience across a range of sports, in our participating pubs”
