Molson Coors and Sky collaborate on sport discount for on-trade

Brewer Molson Coors and Sky TV have announced a cut on Sky subscription and a freeze on beer prices for up to 70,000 venues.

The deal is aimed to “boost footfall” and “reduce costs” as it promises a third off a venue’s Sky Ultimate subscription and a Carling price freeze until December 2013 for licensees that sign up to the deal.

Sport is often seen as a major driver of on-trade revenue, with 1.7 million people watching Manchester United’s last game of the season in pubs earlier this year and a great part of the £150m boost from England’s Euro 2012 match against the Ukraine will have gone to on-trade premises as well as supermarkets.

Simon Cox, wholesale business managing director at Molson Coors, said: “We all know the difficulties that the independent on-trade is facing and Molson Coors and Sky are committed to supporting the industry by helping to drive people into their local.

“Nothing does that better than the mix of great drinks and top class sport. We have joined forces to offer significant savings at a time when we know our customers are particularly price sensitive.”