From what I understand, for a pub it's really not worth the risk of running with hooky Sky.

The monthly fees for a pub licence for sports etc are significantly higher than paying for the same content at home. To protect their revenue, Sky are known to send people to check that when the programmes are being broadcast that they have a pint glass logo to signify the subscription is a legitimate one.

Where Sky channels are being shown without a legitimate subscription, legal action almost always tends to swiftly follow at even more significant cost.

My source for all of this info was a friend of friend whose firm was involved in one such action.