Pubs set to score as World Cup approaches
BBCPubs in Berkshire are hoping for a boost in takings with football fans set to watch the World Cup taking place in the US, Canada and Mexico.
Joshua Wenstrom, supervisor at the Raglan pub in Wokingham, said the tournament presented an "opportunity to potentially bring on more business".
Forty-eight teams are competing across a record-breaking 104 matches during the tournament, which starts on Thursday. The time differences mean many are being screened late in the evening or in the early hours.
Pubs have been allowed to extend their opening times as a result. Wenstrom added it would be especially important for pubs that usually see footfall decrease during the summer compared to the winter.
An estimated 55 million additional pints are likely to be poured if England make it to the World Cup Final, according to the British Beer and Pub Association (BBPA).
The Raglan has given its menu a World Cup twist with offerings including the "full English knock-out burger" to a "three hogs" drink".
Earlier this year, the Home Office announced a change to the licensing laws in England and Wales during the World Cup.
Pubs can stay open until 01:00 BST for England or Scotland matches in the knockout stages that kick off between 17:00 and 21:00 and until 02:00 for kick-offs between 21:00 and 22:00.
Wenstrom said: "We can capitalise on the World Cup and the extra business that brings - especially if England go deep in the tournament the kick off times go slightly later, so you can stay open for the whole game".
Max Rauber, general manager of the newly opened Post Box Sports Bar in Newbury, expects to be fully booked during the World Cup.
"England's got a great squad. We had to be ready for the World Cup," he said.
"We know it's going to be big for us - we are ready and trading."
The pub opened on 1 May and Rauber said he had already seen footfall go "through the roof" for big games at the end of the domestic season.
England's first match is against Croatia on 17 June, while Scotland face Haiti three days earlier.
James Hawkings from the BBPA said the the trade body had been working closely with the government to allow pubs to open during matches into the night.
Last month, the association said 161 pubs closed in the first three months of the year across England, Scotland and Wales, equating to the loss of about 2,400 jobs.
Earlier this year, the government announced business rates support for pubs after warnings from the sector that further tax changes could lead to more closures. The 15% tax relief for pubs and music venues came into effect in April.
Hawkings said: "Anything that can allow pubs an extra opportunity to be open, to be serving those customers who want to come into a pub to watch the matches is a really good thing.
"It's not a silver bullet, but it is just a little measure that hopefully allows pubs that additional space to operate."