The cash tills will be ringing in pubs across the country this Saturday as an estimated 15,000 licensees open early for thehistoric Rugby World Cup final between England and Australia.
It's expected to be a golden weekend for the team and the trade, and operators have been scrambling to obtain special licences in time for the 9am match which could see England's rugby union stars emulate their soccer counterparts' triumph in 1966.
Last Sunday's semi-final saw many crowded city centre bars forced to turn away fans who queued from 7am to watch the match.
And this weekend is expected to pull in even more punters.
The British Beer & Pub Association predicts an extra seven million pints will be sold on the day in addition to a booming breakfast trade, boosting trade by £14m. The BBPA said the rush of applications could put magistrates under pressure, but the police and licensees were "pulling out the stops" to ensure as many people as possible could watch the match at their local.
Kylie Pageant, brand manager for Walkabout, which will screen the final at its 46 outlets, said: "We couldn't ask for a better result in terms of an Australia/England final and expect to be very busy."
Walkabout is using door staff to make sure premises do not get overcrowded.
It has designed a special Rugby World Cup breakfast menu featuring easy-to-hold items like brunch baguettes and Australian meat pies.
One pub which, surprisingly, will not be screening the final is the local of "golden boots" Jonny Wilkinson, the Black Bull Inn at Corbridge, Northumberland.
Laurel licensee David Wears who will be watching it in his flat above the pub explained: "We're a food pub so don't have TVs, but I expect all the staff will come upstairs to watch."
"He [Wilkinson] eats dinner here every Sunday after training but I reckon he'll be such a big star when he comes back we'll have to put him on a corner table," joked Wears.
"He's quite a quiet and shy person and is normally with his family or friends."
McMullen's is laying on free full English breakfasts in its 35 tenanted pubs to celebrate the clash.
The Sports Café whose biggest site is in Haymarket, London is offering corporate clients the chance to reserve a table for the match, at £77 to £120 per head including a Champagne breakfast.
Spokeswoman Jane White said: "We expect to be extremely busy, the phone has been ringing all week for corporate bookings.
"People do drink at that time in the morning; they start off with an orange juice or coffee and then hit the beer or wine."
l MA TV sports guide p31 Trade predicts England win Stephen Oliver, managing director ofUnion Pub Company Watching it: In a Union pub Predicted score: England 24, Australia 21 "At the last minute, Wilkinson will do a spectacular drop kick to win the game.
I remember watching our last international team victory in 1966 in my aunt's lounge, on the first colour TV I had ever seen.
There were 30 of us huddled round it."
Stephen Goodyear, chief executive of Young's Watching it: At home with friends Predicted score: England 20, Australia 10 "We'll win by at least 10 points.
The rugby has created a lot of interest in pubs and brought people back to their local."
Graham Turner, managing director of Unique Pub Company Watching it: At a bar in central London Predicted score: England 22, Australia 10 "The match is great news for the pub trade and it will be great news for England if we win."
Nick Bish, chief executive of the Association of Licensed Multiple Retailers Watching it: At home, then the pub to celebrate or drown sorrows Predicted score: England 28, Australia 10 "It'll be fast and furious.
The team that blinks will lose."
Fergus McMullen, sales and production manager at McMullen's Watching it: First half in a McMullen's tenanted house, second half in another Predicted score: England 12, Australia 10 "It's going to be a hard-fought game."
Gerry Martin, chief executive of Springbok Bars Watching it: "Haven't decided where I'll watch it yet" Predicted score: England 26, Australia 10 "I had a text message from Lawrence Dallaglio last night saying: It's full steam ahead'.
I think England will come through in the last 20 minutes because they're bigger and fitter.