Sky has announced a price freeze on its football packages for next year.
But some operators who took advantage of last year's price freeze will see a large increase to bring them in line.
Last year Sky offered pubs and clubs the opportunity to freeze their subscription prices at the 2006/07 rates if they signed up to their new Football+ package before 22nd June.
Those that did not take advantage of the offer saw an average increase of 11%.
Sky has restructured its packages as Sky Base or Sky Ultimate.
Customers subscribing to Sky Base will receive Sky Sports 1, 2 and 3. Those subscribing to the Ultimate package will also receive Sky Sports Extra and Setanta Sports 1 and 2 and Setanta Golf.
The Ultimate package will offer 46 additional Premier League games as well as all home nations away qualifiers.
Sky is also offering a free upgrade for all current subscribers to the Ultimate package from 9 July to 31 August and a free second viewing card and box to allow different sports to be shown at the same time in pubs.
New customers subscribing to the Ultimate package will also receive a second viewing card.
"Sky offers pubs and clubs the best TV sport available and the opportunity to show sport in an atmosphere that can not be replicated at home," a Sky spokeswoman said.
"We have listened to the trade and recognise pubs are suffering with the credit crunch, smoking ban and rising utility bills and so have agreed this price freeze."
There will also be an additional subscription for the At the Races channel as an add-on.
Bar Group chief executive Paul Wigham, who has Sky in most of his 37 sites, said his overall price increase would be 18% this year after taking advantage of last year's offer.
That includes a 6% increase in the cost from having to take out an extra subscription for the At the Races channel.
"I think it is absolutely outrageous," he said. "To remove the racing channel is another blow especially for those community pubs near a bookmakers. It was a huge draw.
"We will be removing Sky from a significant number of venues."
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