BTSport targets hotels with exclusive European football deal


BT Sport has launched a new partnership with the Europa and Champions Leagues, which will see the channel exclusively broadcast matches throughout the week.

The channel, which has recruited Gary Lineker, Jake Humphrey and Rio Ferdinand as presenters, has unveiled that BT Sport Europe will be the new home of top European football.

The new offering is being targeted at hotels and commercial premises, as well as the at-home consumer, with customers being able to show up to 223 UEFA Champions League and UEFA Europa League matches live on Tuesday, Wednesday and Thursday nights to entertain guests.

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BT Sport has calculated that which will include BT Sport 1, BT Sport 2, BT Sport ESPN and BT Sport Europe, from August 1st.

Existing customers will benefit from a loyalty discount of 15 per cent also.

For those hoteliers who want to show BT Sport in their hotel’s bedrooms, BT Sport is freezing the room price at £3 per room per month.

BT Sport will also cut the price for customers who only want to show exclusively live Barclays Premier League football, the SPFL and Aviva Premiership Rugby on BT Sport 1.

According the BT Sport, research shows that for commercial premises showing sport, matches involving Premier League football clubs are amongst the most important for increasing trade. In response to this, BT Sport will more than double the number of these games it shows next season, increasing from around 55 to 113.

Bruce Cuthbert, director commercial customers at BT Sport, said: “Next season will mark a big change for hotel customers who want to maximise F&B spend from guests staying midweek by showing the really big UEFA Champions League and UEFA Europa League clashes, especially as none of those games will be on ITV or Sky Sports.”

“We will now offer more than double the number of games involving Premier League clubs. Up to 223 UEFA Champions League and UEFA Europa League matches means 49 more mid-week match nights on BT Sport for commercial premises. At an average cost of £16 per match night for our customers this represents fantastic value for money and a great way to drive incremental guest spend.

“We have been successful in broadening the numbers of premises that show premium sports. With the addition of the UEFA Champions League we look to grow the hotel sector by showing that the top football need not come at a top price.”