Sky is hoping to help the pub trade win its fight for extended hours during this year's World Cup by running a football quiz on match days.
The Magistrates' Association and Justices' Clerks' Society have advised members to turn down applications for extended hours for early morning matches on the grounds of case law from the 1978 World Cup. This states that the event is on-participatory and therefore not a special occasion.
But legal expert Peter Coulson claims the half hour World Football Pub Quiz, which will be screened around this summer's football matches, is interactive and could help sway licensing benches into granting extensions.
Sky is providing a pack free of charge to Sky Digital pubs that includes details of the quiz as well as a form so that they can apply for an extension by post.
Mr Coulson said: "If magistrates were disposed to grant an extension but felt they couldn't because of the case law this will give them the opportunity to take the matter forward."
A High Court challenge is underway already, aimed at overturning the case law in light of the changes to televised football since 1978.
But that may take some time and in the meantime licensees are being advised to do everything they can to support their applications.
Some licensees have been told to ask their regular customers to write letters to licensing benches explaining why they want the pub to open early.
Others are gathering letters, petitions, articles and photographs to show magistrates.
Dave Westwood, licensee of the Vine in Rugeley, Staffordshire, made his application to the town's magistrates this week.
He said: "They seemed keen to grant the application but have asked me to go back with letters of support from my regulars."
Mr Westwood was due to present his evidence to the bench as this article was posted on thePublican.com. He said he was confident his application would be approved. "We've had tremendous support from people in the pub," he said. "I think they'll let it go through."
Sky pubs should call 08702 419 999 for a free quiz pack.