Background

BT Sport was established in 2012 and the start of the 16/17 season would be our fifth year selling the channel into a wide variety of premises including hotels, gyms, oil rigs, prisons but the biggest proportion of our revenue came from pubs.

Thanks to the strength of our rights (particularly in football and rugby which are the biggest drivers of out of home sports viewing), BT Sport Business had managed to secure the channel in over 30,000 premises – 33% of pubs across the UK, more than any other broadcaster.

Our advertising to publicans to date (fig 1) had been anchored in our exclusive rights and our pricing but in 2017, we needed to take a different approach.

Fig 1: 2015-16 BT Sport Business advertising

Publicans Under Pressure