Pub group Orchid is to start installing Sky+HD in all 300 businesses in its estate, as part of a £3.6m investment.
The company said it aimed to offer sport in all its pubs and restaurants by January 2011, with over half also offering 3D sport.
Orchid, which runs Bar Room Bar, the Oriental restaurant group and the Living Room, was one of the first pub companies to roll out Sky 3D when it introduced it in 88 pubs earlier this year.
It currently offers Sky in more than 100 of its pubs and carveries.
Rufus Hall, chief executive of the Orchid group said: "This investment marks the next big step in Orchid's strategy to drive the importance of community and family values. We have trialled Sky+HD and Sky 3D sports in both our drink-led and food-led businesses and the results show this is what our customers want."
"We recognise there is currently a gap in the UK market to provide sporting entertainment, food and drink with friends and family all under one roof, and we aim to fill it," he added.
By Neil Gerrard
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