Sky customers to benefit from Sky VIP loyalty upgrade

Sky is relaunching it's VIP loyalty programme offering over 3 million rewards including weekly treats, shopping discounts, sports tickets and exclusive experiences.

For Sky Sports customers, the upgraded programme includes a free 12-month subscription to The Athletic, access to around 100,000 sports tickets, and kit discounts.

Sky VIP is free for all Sky TV and broadband customers and is available through the My Sky app.

Sky VIP upgrades

From today, Sky's refreshed VIP programme introduces a wider range of perks designed to add everyday value for customers.

Members can now access free weekly treats such as Sainsbury's Taste the Difference pizzas, snacks, and ice lollies, all redeemable via the My Sky app.

Other offers include thousands of free cinema tickets, shopping discounts, and exclusive deals on Sky products and services. There are also expanded rewards for entertainment fans, such as free weekly movie rentals through Sky Store and trial access to premium streaming services like Apple TV+.

These benefits are intended to complement customers' existing subscriptions and encourage greater engagement across Sky's ecosystem.

Sky Sports subscribers, for example, receive additional perks, including a 12-month subscription to The Athletic, priority access to live sports tickets, and behind-the-scenes experiences such as hospitality packages at major events.

Helen Kloepfer, Director of Sky VIP says, "The new Sky VIP reward programme is our way of saying thank you to our customers by giving them more of what they love. Whether you're new to Sky or a long-standing customer, there's always something exciting waiting in the My Sky app that makes every day a little better."

All existing Sky TV and Sky broadband customers are automatically enrolled with free access provided by downloading the My Sky app.

It's worth noting however, that Sky VIP operates on a tiered system based on how long a customer has been with Sky, with longer-standing customers unlocking more exclusive and higher-value rewards.

For example, customers with over three years of loyalty may gain earlier access to ticket giveaways for premium experiences compared to newer subscribers.

This means that longer-standing customers are likely to see greater benefits from Sky VIP than those who have only recently joined.

Sky VIP competition

Sky VIP competes with other loyalty schemes such as O2 Priority, Vodafone VeryMe, and EE Rewards, which offer similar perks like early access to events, discounts, and free gifts.

These types of schemes have become increasingly common in the broadband and mobile sectors, where customers frequently switch providers in search of better value.

What sets Sky VIP apart is how closely its rewards are linked to its entertainment and sports services. For instance, the programme offers weekly movie rentals, trial streaming subscriptions, and live event perks - many of which are tied directly to Sky's existing content offerings.

Sky VIP also appears to encourage customers to maintain or expand their subscriptions. Some of the most attractive perks - such as the Athletic subscription and exclusive sports tickets - are only available to Sky Sports subscribers.

With growing competition in the broadband and pay-TV markets, and more customers turning to streaming-only alternatives - loyalty programmes like Sky VIP are shifting from simple retention tools to long-term relationship strategies.

Sky VIP's recent upgrade reflects a broader trend in the industry: moving away from transactional rewards and toward offering consistent, everyday value that builds customer loyalty over time.