Wolverhampton & Dudley (W&D) is to call time on Sky Sports in more than 100 of its managed pubs before subscription fees rise by 13% in August. The increased rates - which follow a 12% hike last year - have angered pub operators.
"The prices have reached a tipping point," said Derek Andrews, managing director of W&D's 543-strong managed estate. "I imagine most operators are reviewing the costs." He expected to drop Sky Sport from up to 40% of the 280 pubs still broadcasting the satellite channel.
Mark Hastings, director of communications at the British Beer and Pub Association, predicted that more pubs would follow suit. "The continuing escalation in the cost of Sky will inevitably lead increasing numbers of pubs to question its value to the business," he said.
Nick Bish, chief executive of the Association of Licensed Multiple Retailers, said the latest rise marked the eighth year of "swingeing price increases".
- Meanwhile, the Sports Cafe chain has signed a two-year deal with Sky to screen high-definition sports programmes at its eight venues.