Throughout the 2021/22 season, Sky Sports customers will be able to show over 400 live football games, including action from the Premier League, Women’s Super League, EFL and Scottish Premiership - that’s 36,000 minutes or 600 hours of opportunities to bring sports fans together in their venues. 
 
And among sports fans, anticipation is high ahead of the first kick-off. The successful Euros tournament has helped increase excitement going in to the 2021/22 season, with a recent survey finding that over 40% of pub-going sports fans are now more interested in football than they were before Covid. Plus, three quarters (75%)* of all pub-going sports fans are excited about all the live sport in 2021, which means that Sky Sports pubs will be able to serve to their customers more of the sport that matters to them, with a broad range of sport showing across Sky Sports’ 11 channels. 
 
And it’s not just football that fans will be able to enjoy. The summer of sport continues on Sky Sports with action from the British & Irish Lions Tour in South Africa, more games from The Hundred and every match live from England’s cricket series against India. 
 
Looking ahead to September, Sky Sports will also be showing plenty more fan favourites, including the Ryder Cup, World Cup Qualifiers, Men’s T20 World Cup and the climax to the Formula 1 season.
 
The new season can also help customers to serve and save with an enhancement of Sky’s ground-breaking deal with Molson Coors - which is back and bigger than ever. Outlets can save up to 50% off Sky Sports, just by stocking Molson Coors and its partner brands, including two new signings, cider brands Stowford Press and Thatchers Cider. Plus the 50% deal has now been extended to new customers in Scotland.* *
 
Damian Saunders, Managing Director of Sky Business said: “From day one, the start of season is shaping up to be a packed line-up from the Scottish Premiership, EFL and Premier League – what a way to start the season. It’s already underway with the return of the Scottish Premiership at the weekend, all while a great summer of sport is continuing. This combined with our partnership with Molson Coors, which is one that continues to grow from strength to strength, is something that our customers can get real value out of.

“We also know sports fans can’t wait to watch down the pub. Consumer confidence is growing and nearly 90% of sports fans returning to the pub enjoyed the experience of watching live sport in a pub or bar.  Live sport also continues to drive value for our customers with 88% of sports fans believing that they will spend the same or more when watching sport out of home compared to pre-Covid times.”*
 
Martyn Cozens, UK On Trade Sales Director at Molson Coors said: “We know from our customers that our partnership with Sky is viewed as one of the biggest on-trade initiatives and it’s been incredibly successful over the past nine years.  This year the deal evolves even further to include our cider partners, Thatchers Cider and Stowford Press, and increases the potential discount to a huge 50% off Sky Sports. Our partnership with Sky has always been about helping operators make the most of sporting occasions whilst offering the strongest brand line up to keep their consumers coming back”
 
To find out how you can make the most of the partnership between Sky and Molson please ring 08448 244 244.
 
*Ipsos MORI
**excluding Stowford Press and Thatchers Cider.