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BT aiming to “massively undercut” Sky in pubs

BT has started a massive pricing war with Sky offering pubs and clubs access to premiership football at an up to 80 per cent discount compared to similar offers from Sky.

The telco is offering pubs and clubs 12 months’ subscription for the price of nine, which BT said for many independent pubs works out at £135 per month. It is also offering free installation until 1 July.

Hotels, golf clubs and betting shops will also be offered sport packages which BT said “massively undercut” its rival.

But Sky has sparked a war of words with BT. Stephan van Rooyan, MD of Sky’s sales and marketing group said “for us, sport isn’t a marketing gimmick to promote another product”.

“Sky Sports is playing in a different league to BT Sport,” he van Rooyan. “It’s not just that three quarters of live Premier League matches will be on Sky Sports, it’s the sheer quality and variety we offer from the Champions League to the Ashes, Formula 1 to the Lions, and grand slam tennis to the Ryder Cup and golf’s major championships.”

As with BT Broadband customers, pubs will get access to 38 Premier League games as well as 69 live Aviva Premiership rugby matches per season, plus live football from leagues in Germany, France, Italy and Brazil.

Most of BT’s high profile games will be shown on Saturday lunchtimes, while Sky’s high profile games are scheduled for Sunday afternoons. BT Sport consists of three channels: BT Sport 1, BT Sport 2, and ESPN. Sky Sports has six channels, ranging from SKy Sports 1, 2, 3 and 4, Sky Sports News and Sky Sports F1. 

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