Sky is to freeze its UK pub and club TV subscription prices until at least June 2013.
The company announced the move yesterday, and it was immediately welcomed by the British Beer and Pub Association (BBPA).
Brigid Simmonds, chief executive of the British Beer & Pub Association, said: "This is good news for pubs, given big price rises in recent years. Live sport is now an important part of the pub experience for many pubgoers - never more so than in the summer of 2012, and I'm pleased Sky are acknowledging the financial pressures many pubs are under."
But she added: "We remain concerned about the monopoly position occupied by Sky and that this is the underlying cause of overpricing in the market."
Meanwhile, Sky said it would introduce an extra 24 HD and SD channels, free of charge, dedicated to the BBC's coverage of the Olympics.
It will also showcase Eurosport's 3D Olympic coverage, as well as the new Premier League season with Sky; UEFA Champions League; the Ryder Cup; La Liga; Formula 1; the British and Irish Lions Tour, and the Twenty20 World Cup.
Sky has also launched an offer on its top tier package - Sky Ultimate - where viewing will be half price until the end of September 2012. And it has announced a collaboration with Molson Coors to offer bars taking Molson Coors' products a discount of up to 33% off their monthly Sky Ultimate subscription.
By Neil Gerrard
E-mail your comments to Neil Gerrard here.
Looking for a new job? Find your next job here with Catererandhotelkeeper.com jobs