Sky is freezing prices for live Premiership football coverage at pubs but adding 50% to the cost of screening horse racing.
The freeze will apply to the basic Sky package and to Sky Ultimate, which will include the 46 Premier League games over which ESPN has broadcast rights.
However, licensees who want to screen in high definition (HD) will have to take a new package called HD Pack. The cost varies according to the pub's rateable value - a venue in Band H, for example, will pay £23 per month. The cost includes the box and installation.
Meanwhile new and existing Sky Ultimate customers will get a free second card, with free installation, allowing pubs to show more than one game simultaneously.
The total package of sport available under the basic Sky package includes: up to 138 live Premier League matches, up to 15 live UEFA Champions League games during match weeks, international football, Guinness Premiership and Heineken Cup rugby, rugby league, domestic and international cricket, PGA European Tour and US PGA Golf, Super League Rugby League, darts and sports.
Subscriptions for Sky's At the Races horse racing channel will rise 50% due to increased costs to the broadcaster. The average price for horse racing will be around £60 per month, Sky said.
A Sky spokeswoman said: "Live sport is recognised a great way for licensees to grow their business, particularly in a difficult trading environment. We believe that the breadth and quality of our offering represents great value for money, particularly as our Sky Base and Sky Ultimate prices remain unchanged for the second year in a row.
"We have also recognised the increasing demand for high definition coverage and have introduced a special offer to allow even more commercial customers to offer their customers an enriched HD experience."