The two say their new "game changing" deal for licensees is bigger and better than before.

It launches on April 2 and is open to new and existing customers, with four options including a new 15 per cent discount offering licensees a lower entry point of just two brands and three kegs a week, plus three deeper discounts based on the number of brands.

"We know from our customers that our partnership with Sky is viewed as one of the biggest on-trade initiatives in years," said Molson Coors' on-trade sales director, Martyn Cozens.

"It's been incredibly successful over the past six years, but with more smaller independents popping up across the UK, we wanted to make it work for outlets of all sizes."

The discount deal has been tailored by insight from both Molson Coors and Sky, to help pubs and bars determine the best drinks range and Sky Sports package to suit their local customer base.

Frank Atkinson, sales and commercial director at Sky Business explained: "The simplification of our partnership means that more licensees than ever before can take advantage of the discounts available to them. The deal gives licensees more choice too – they can serve up the sport and drinks their customers want and looking forward to the summer of sport there's even more money-making opportunities available."

The Molson Coors range has grown significantly since the deal first launched in 2012, with a broad range of beer and ciders including Carling, Coors Light and Doom Bar.

Sky Sports will bring customers Premier League and EFL football, the UEFA Nations League finals, exclusive F1 weekends, The ICC Cricket World Cup, The Ashes and all four golf Majors.