HEINEKEN scores a winner with new BT Sport Partnership

22nd September 2015

Key benefits of the new package:

HEINEKEN has signed an exclusive deal with BT Sport, to offer HEINEKEN on-trade customers discounted BT Sport Total subscriptions. 

With more top tier football now available through BT Sport, HEINEKEN considers BT Sport to be the best sporting package on the market for pubs and bars. With discounts of up to 50% available to HEINEKEN customers, the new deal offers the most affordable package for outlets looking to boost their profits.

As the only provider with screening rights for allmid-week UEFA Champions League and UEFA Europa League football, as well as 38 Barclays Premier League matches, customers who take up the HEINEKEN /BT Sport offer will have significant opportunities to grow their businesses, driving customers through the door during the mid-week evenings.  Champions League football is no longer available on ITV or Sky this season, meaning many fans are more likely to visit their local for prime matches.   

Top rugby, including matches from the Aviva Premiership Rugby, European Rugby Champions and Challenge Cups, and other popular sporting events such as MotoGP and NBA, will provide further opportunities for pubs and bars to draw in the crowds and create occasions that encourage customers to trade up.

The deal follows a three tier structure with 30%, 40% and 50% discounts off a fully comprehensive BT Sport Total package, offered to customers depending on their stock agreements with HEINEKEN.

Lawson Mountstevens, on-trade sales director at HEINEKEN, says: “The background to this deal is really simple - we want to help our trade customers grow their businesses. This new partnership provides them with a real opportunity to attract consumers to visit their locals at otherwise quieter times.  The new partnership is also a great fit, with BT Sport providing coverage of the UEFA Champions League and European Rugby Champions & Challenge Cups both sponsored by Heineken®,  plus the UEFA Europa League now sponsored by our Amstel brand.  So I’m delighted that we can help our customer access this incredible sports content, and the support they need to maximise the trading opportunities it brings. Another example of us growing together.”

Further added value comes in the form of BT Sport’s ‘The Manager’s Office’, an online portal for licensees. The site features exclusive competitions and giveaways, promotional assets to download for social media or websites, access to artwork for posters and imagery requirements and access to the latest fixture information for BT Sport and FTA events.

Additionally, those who take up the HEINEKEN /BT Sport package offer will also have free access to BT Sport’s Social Connect - an online platform designed by licensees for licensees allowing them to update and synchronise their websites and social media channels at the same time - which normally costs £100 per annum.

Bruce Cuthbert, Director Commercial Customers BT Sport, added “With BT Sport now available in more pubs around the country than our competitors, we’ve come a long way in the last couple of years.  The feedback we’ve had from our customers in the on trade is overwhelmingly positive with many reporting significant sales and footfall increases.BT Sport is now a must-have for all pubs, clubs and bars looking to show the widest variety and the best quality sports, and we’re delighted to be partnering with HEINEKEN. Together, we can help licensees make the most of the trading opportunities, and provide consumers with exceptional sporting memories.”


For further press information, please contact the HEINEKEN team at Publicasity

Tel: 020 3680 6500

E-mail: Heineken@publicasity.co.uk


Notes to Editor


About HEINEKEN in the UK

Headquartered in Edinburgh, we employ around 2,000 people. As well as being a brewer and cider maker, we own around 1,100 pubs through our Star Pubs & Bars business. We are passionate about our cider and beer brands and the services that we offer to our customers, working with them to grow together. As a company, we continue to invest in innovation and were recently named Cannes Lions Creative Marketer of the Year. Our unrivalled portfolio of brands includes Foster's, Heineken®, Strongbow, Kronenbourg 1664, John Smith's and Bulmers together with a full range of niche and speciality ciders and beers.