HEINEKEN scores with new BT Sport partnership

BT Sport HUK launch

Heineken on-trade customers could receive discounts of up to 50% on their BT Total Subscriptions following an exclusive deal that Heineken has brokered with BT Sport. Key benefits of the new package include: Exclusive discounts of up to 50% on the full BT Sport Total Package – Coverage of UEFA Champions League, UEFA Europa League, Barclays Premiership match, the European Rugby Champions Cup and Challenge Cup and exclusive Aviva Premiership Rugby.

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.”