A new study suggests BT appears to have overtaken Sky as the main provider of subscription sport services to UK pubs.
An independent poll conducted by Evalueserve/Amethist in October found that 30 per cent of public houses have signed up for BT Sport, allowing them to show top-flight football and rugby union, plus a host of other sports.
This compares to the 29 per cent of pubs surveyed which had a Sky Sports subscription.
According to BT, 24,000 commercial premises - including pubs, clubs, hotels, shops and offices - have now signed up to its subscription sport platform.
As such, the firm claims to have grown the TV market for premium sport by 26 per cent since its launch in August 2013.
Bruce Cuthbert, Director for Commercial Customers at BT, said it is a "tremendous achievement" for BT Sport to have become an established feature of so many businesses in just 15 months.
This reflects BT's "underlying desire" to show premium sports without the premium price, he stated.
"To overtake Sky, who have been in this market for 20 years, in our second season is astonishing," Mr Cuthbert stated.
He claimed that pubs and hotels up and down the country that were previously "priced out of the market" are now able to offer their customers access to some of the best live sporting action.
And better still, they can do so without having to change their core customer offer, Mr Cuthbert noted.
He offered the view that paying for BT Sport will deliver an even greater return on investment for landlords in the years to come.
"From August 2015, BT Sport will offer exclusively live midweek, top flight football action from the UEFA Champions League and UEFA Europa League," Mr Cuthbert explained.
"This will help our customers drive even more business throughout the week," he added.
The BT Sport Pack - which includes BT Sport 1 and BT Sport 2, plus ESPN - is available to all UK commercial premises from £62 per month.
Each of the channels is available in standard and high definition.