The packs will highlight what Sky is billing as its ‘Summer Six’ events: the British & Irish Lions’ tour to New Zealand, the ICC Champions Trophy, qualifiers for the 2018 football World Cup, England’s cricket tests against South Africa, ongoing Formula 1 coverage and The Open golf championship at Royal Birkdale.
As well as the promotional packs, licensees can win prizes throughout the rest of April, May and early June. These prizes, which can be won through Sky’s online portal for publicans, include free Sky Sports for a year, high-definition TVs, signed memorabilia and tickets to sporting events.
David Rey, managing director for Sky Business, called the initiative a “win-win” for licensees. “They can look forward to showing their customers the best sport on offer while enjoying a whole host of bonuses to help them drive trade over the summer period,” he added.