SKY has announced that it is increasing its Sky Sports subscription prices by 10% from August 1.
The broadcaster has said that the increase reflects the larger number of events available on Sky Sports, including more Premier League fixtures and four Old Firm clashes.
Alison Dolan, deputy managing director of Sky Business, said: “Sky Sports has added even more value through more Premier League matches including Friday nights, SPFL and the return of Old Firm games, Football League, The Open golf, F1, cricket and international rugby. We continually invest in the best content, products and support to ensure that Sky extends its lead as the number one entertainment choice for pubs to make more money.
“Like all businesses, we review pricing from time to time, but we work hard to minimise the impact on customers and to ensure pubs can keep driving trade with the best entertainment product for their businesses.”
As well as its sports coverage, Sky claims to have improved its support package, which includes free wi-fi service, The Cloud.