Sky has just announced a major overhaul of its VIP loyalty programme, promising “millions of rewards” ranging from weekly food freebies to sports experiences.
The programme, which has been around since 2017, rewards customers based on how long they’ve been with Sky rather than how much they spend.
This latest refresh brings some potentially useful perks for existing subscribers. Here’s what’s changing and whether it actually matters.
What’s New For Sky VIPs?
The headline additions to the programme include:
Weekly Freebies
Sky has teamed up with Sainsbury’s to offer treats from their Taste the Difference range – think pizzas, ice lollies, and snacks from brands like LOVE CORN and Whitworths.
These kick off from 9 July, with new treats dropping every week. Hey, free pizza is free pizza.
Movies and Discounts
There’s a free weekly movie on Sky Showcase, plus occasional giveaways on Sky Store.
The Bad Guys will be up for grabs from July 14.
The programme now includes discounts with brands including Puma, Hearst, JBL, and Purdy & Fig, with July deals from HelloFresh, LG, and Parkdean Resorts.
These are the types of discounts we see on so many loyalty clubs these days – and as with any discount scheme, it’s only worth bothering with if these are brands you’d use anyway.
And, as before, you can also find some discounts for days out, and special entrance to Sky VIP lounges across the country.
Sports Benefits – Actually Quite Decent
If you’re a Sky Sports subscriber, there are some perks here that might genuinely be worth a look:
- A free 12-month subscription to The Athletic (about £72 saved)
- Discounts on sports gear from brands like Fanatics, Callaway Golf and Castore
- Access to ticket ballots for sporting events
- Offers with partners like Powerleague and Sixes
About Those VIP Tiers
Unlike many loyalty schemes that reward how much you spend, Sky VIP has traditionally been based purely on how long you’ve been a customer.
The programme operates on a four-tier system:
- Sky VIP Silver (0-3 years)
- Sky VIP Gold (3-8 years)
- Sky VIP Platinum (8-15 years)
- Sky VIP Diamond (15+ years)
Each tier historically offered progressively better rewards, with long-term customers getting perks like priority customer service and free setup on various Sky products.
Sky’s announcement about the relaunch mentions that “the longer customers stay with Sky, the better the rewards become”.
At the moment, it’s not clear how the rewards change across the different tiers – but Sky confirmed to us that going forward, higher tiers will continue to get different benefits.
Who Can Use The New Rewards?
You need at least one active Sky TV, Broadband or Mobile product and must be based in the UK or ROI.
Only the primary Sky iD holder and one authorised user per household can access the programme, with rewards dished out on a first-come, first-served basis.
If you’re only with Sky Mobile, you’ll need to claim rewards online or by getting in touch with Sky directly. And if your account’s in debt, you’re out of luck.
Oh, and if you leave Sky and later crawl back, your VIP status resets – they only count continuous service time.
All rewards are claimed through the My Sky App in a dedicated VIP section. If you’re already paying for Sky services, it takes about two minutes to download the app and check what’s available to you.
Is It Actually Worth Bothering With?
While loyalty schemes can offer some nice extras, they shouldn’t be the reason you stick with a provider. Always compare deals when your contract’s up to make sure you’re not being ripped off.
Many of the new benefits like weekly snacks and shopping discounts feel designed to get you regularly opening the Sky app rather than offering something huge.
That said, some of the sports benefits – particularly The Athletic subscription – offer genuine value if you’re already paying for Sky Sports.
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