Coors Brewers is offering its customers the opportunity to cash in on demand for breakfast during this week's early morning World Cup matches.
Last week it launched the "mega-deal all-day breakfast" to customers with Sizzling Platter or First Choice menus as a way of fighting off competition from restaurants and keeping customers in pubs longer.
The move follows fears last week that some football fans may opt to watch the match in restaurants, such as Little Chef, many of which are putting up big screens for the occasion.
By offering a special breakfast deal it is hoped that pubs will retain their reputation as the top choice for football fanatics to watch the big games.
Coors' breakfast deal includes chips, beans, mushrooms, two eggs, two rashers of bacon, two sausages and two rounds of bread and butter for £2.99.
Spokesman Cen Hayward said: "We are always looking to link beer and food. The timing of the World Cup games gave us the perfect opportunity to launch this offer.
"We believe it will really drive traffic into the pubs operating our food brands and we can look forward to increased volumes - not just for the World Cup games but throughout the day."
British Institute of Innkeeping spokeswoman Georgina Wald last week urged licensees to put on breakfast deals and market their offer to local businesses in order to make the most of the tournament.
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