The Sports Cafe group has signed a two-year deal with broadcaster BSkyB to screen Sky Sports channels in high definition at its eight venues.

The group is installing the Sky HD (high definition) service into designated areas in each of its cafés nationwide this month for the World Cup.

It will enable Sports Cafe customers in Bristol, London, Liverpool, Leeds, Manchester, Glasgow, Newcastle and Birmingham to experience the tournament with the benefit of the crispest images available to the market.

As part of the deal, the group has set up a branded Sky HD team room at its flagship site in Haymarket, London.

Sports Cafe chief executive Bill Balkou said: “This agreement with BSkyB will enhance our position as a leading sports entertainment venue throughout the UK and enable us to offer the latest audiovisual sporting experience to our customers.”

While other licensees are tearing out their hair at the latest hike in the cost of screening Sky sports in pubs, the Sports Cafe chain claims the size of its venues and estate allows it to offset the subscription fees. 

The group, which is planning a ninth site, in Cardiff, has boosted its turnover by 26% to £14.1m over the past year.

By Angela Frewin

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