BT and Carlsberg UK agree sports discount deal

26-Feb-2014 - Last updated on 05-Mar-2014 at 09:11 GMT

The disocunt applies for periods ranging from three to 24 months

Freetrade outlets that stock Carlsberg UK products and those that sign up to BT Sport will be entitled to a 50% discount on a BT Sport subscription under a new deal agreed between the companies.

The discount, reminiscent of Sky's deal with Molson Coors last year, applies for periods ranging from three to 24 months, scaled according to the number of Carlsberg UK products listed on the bar.

'Accessible'

Bruce Cuthbert, director commercial customers, BT Sport, said: “When BT Sport launched back in May last year, we said we wanted to make premium sport, and in particular top-flight football from the Barclays Premier League, accessible to more pubs and clubs through better value subscription packages. Less than a year on, we are delighted to be able to announce this new initiative which builds upon already affordable prices with potential savings of 50% through our partnership with Carlsberg UK.

“Now even more pubs will be able to offer their customers the chance to watch the climax to arguably the most exciting Premier League season for years in the run up to this summer’s World Cup.”

'A perfect fit'

James Lousada, chief executive officer, Carlsberg UK, added: “Uniting with an ambitious partner like BT Sport is a perfect fit for Carlsberg UK and our brands and further illustrates our commitment to supporting on-trade customers through range, service and support in a market that is more competitive than ever before.”

Further support is also available to the on-trade through Carlsberg UK’s We Deliver More support service, which offers tailored POS and training packages, and its Premier Sports Club, through which customers have access to branded POS, monthly fixtures posters, and Barclays Premier League match tickets for consumer promotions.

For more details visit the the dedicated website