Early kick-off for World Cup means publicans may miss out on money-spinner

Related tags World cup Association football

The trade has reacted with dismay to the news that next summer's money-spinning World Cup football matches are to be screened at breakfast time.Host...

The trade has reacted with dismay to the news that next summer's money-spinning World Cup football matches are to be screened at breakfast time.

Host nations Japan and South Korea are eight hours ahead of the UK, so a decision to hold games in the afternoon means fans in Britain will be watching football over their cornflakes, instead of a pint.

Licensees are devastated by the decision, which means one match will kick off at 6.30am UK time, with others starting at 7.30am, 8.30am or 10am.

Any publicans who want to open for those matches will have to apply for a special licence to serve alcohol before 11am, or stick to serving soft drinks.

However, magistrates are unlikely to treat the sport as a valid "special occasion" and it is thought few licences will be granted.

Suzanne Davies from London solicitors Joelson Wilson & Co said: "This happened with a World Cup in the 1970s when it was decided it couldn't amount to a special occasion. I think there will be discrepancies around the country however."

The World Cup finals are a "protected event" which will be shown on terrestrial television - adding to the trade's fears that fans will simply stay at home to watch the games.

Pub companies and licensees are already planning how to deal with the early kick offs. Bob Cartwright, spokesman for Six Continents Retail, said: "Clearly there's going to be huge interest and the idea would be to show the matches in our pubs at the right time.

"In many ways a morning kick off is better than a late-night one, as has been the case before, but it will take some organisation."

Graham Hunter, licensee of the Hobgoblin in Brighton, said: "It's not good for business at all. I'm quite disappointed as we always show the football."

John Paul-Mealing, licensee of Lucky Jims in Eastleigh, Hampshire, said: "I've been talking it through with a couple of football fanatics in the pub but I haven't really thought about what to do.

"We'll have to think about the practicalities of showing a match so early in the morning.

"If we decide against applying for a licence, we'll have to hold special promotion evenings or something. We could show replays, but this is definitely going to have a detrimental effect on trade as it is not the same as showing a live match."

The situation is similar to the British Lions' rugby tour of Australia in July. Games kicked off at 10am and although some pubs opened early many licensees felt it was not worth the extra expense.

International football matches bring big profits to many licensees. When England beat Germany earlier this month, many pubs pulled in four times as many customers than usual.

England and the Republic of Ireland have almost qualified for next year's competition. Scotland are struggling and Wales and Northern Ireland have not qualified.

Related stories:

England's Germany victory a benefit to licensees (4 September 2001)

Fans need not miss a second of pub football (29 August 2001)

Related topics Sport

Property of the week

Follow us

Pub Trade Guides

View more