Six Nations preview: A whole new ball game

Jonny Wilkinson's magic boot launched rugby union into a new era when he kicked the winning points in the momentous World Cup final last November.

The official homecoming of the England team, which saw nearly a million people line the streets, confirmed that the sport has gained a new, wider audience, and is coming out of the shadow of football.

In theory, the 2004 Six Nations tournament, when England take the field once more to do battle with Scotland, Wales, Ireland, France and Italy, should provide a wonderful opportunity for many pubs to cash in during a relatively quiet time of year.

The World Cup Final in Australia, screened here at 9am on a Saturday, attracted 14.5 million television viewers, more than for any other sports event in 2003.

Although the game was on terrestrial TV, many of those chose to watch it at the pub to savour some of the big match atmosphere. Licensees who showed the game and laid on breakfast were able to hold customers through the day and into the night.

Across all the England games, Greene King Pub Company recorded a sales uplift of £250,000 despite the early kick-offs.

And the World Cup has been followed by record crowds at club rugby matches over the Christmas and New Year holiday, showing the interest has been sustained.

The Six Nations ought to benefit, not just from England's victory but from the signs of a long-awaited Welsh revival and a strong showing by France which has fuelled expectations of a thrilling Saturday night climax to the tournament.

Yet the pub trade is far from unequivocally positive about the prospects. Rugby traditionalists are unhappy about the evening kick-offs and the worry is they will choose to watch at home.

"Rugby followers are traditional folk," explained Peter Linacre, head of pub group Massive. "They love to have a couple of lunchtime pints then watch the match in the afternoon. The later kick-offs might mean they put their family duties first.

"For instance, Scotland v England is at 5.30pm. The more usual 2.15pm kick-off would be better."

Rob Millar, who runs the Sportspubs.co.uk website, has talked to licensees at pubs listed by the site - and got a mixed response.

"Overall, everyone is looking forward to the event because people are talking about England and there is a lot of excitement," he said. "But in terms of the timings I'd say only around half the places I spoke to were happy with the evening kick-offs.

A particular source of controversy in rugby circles is the 8pm start for the game billed as the climax to the tournament - France v England on March 27.

"One very rugby-focused pub reckoned it would get four times the normal Saturday evening crowd and a couple of central London pubs were pleased as their trade usually dies off on weekend evenings," said Rob.

"But two or three pubs said they would expect a decrease in business. Many rugby fans who watch the game stay on for quite a while after to drink. With evening kick-offs there is very little time for this before last orders.

"One pub mentioned that the scheduling assumes England and France will definitely beat everyone else. It would be a nightmare if either team had already lost because the excitement would not be there and there would be very little reason to waste a Saturday night."

Enterprise Inns tenant Mary Barnes who runs the Kingsholm Inn, a big rugby pub opposite the Gloucester ground, is similarly "not impressed" by the scheduling.

"The 4pm kick-offs are a bit awkward," she said. "Rugby is traditionally an afternoon game and we don't really know what to expect, whether the fans will stay on for the whole evening or not."

Greene King manager Frank Shivers at the Archers in Gidea Park, Essex, takes a positive view of the opportunity, yet still has doubts about the 8pm finale.

"But that's the timing, so what can you do about it. At least it's better than 8am!"

The games​

• Saturday, February 14​
  2pm:​ France v Ireland
  4pm:​ Wales v Scotland

Sunday, February 15​
3pm:​ Italy v England

Saturday, February 21​
2pm:​ France v Italy
5.30pm:​ Scotland v England

Sunday, February 22​
3pm:​ Ireland v Wales

Saturday, March 6​
1.30pm:​ Italy v Scotland
4pm:​ England v Ireland

Sunday, March 7​
3pm:​ Wales v France

Saturday, March 20​
1.30pm:​ Ireland v Italy
4pm:​ England v Wales

Sunday, March 21​
3pm:​ Scotland v France

Saturday, March 27​
2pm:​ Wales v Italy
4pm:​ Ireland v Scotland
8pm:​ France v England

(All kick-offs UK times)​

The highlights​

Spread across six weeks, the Six Nations gives licensees a good chance to build a following for rugby at their pub. Even houses which don't consider themselves rugby specialists can make something of the set-piece confrontations thrown up by the competition.

After a quietish opening weekend, the first big one is the Calcutta Cup clash between Scotland and England on Saturday, February 21. Although the result should be a walkover for England, this is one of those annual contests that seem to take on a life of their own because of the bitter rivalry between the two sides. The Scots are sure to up their game and let England know they have been in a match.

The 5.30pm kick-off will need some thinking about, however. France v Italy at 2pm is not much of a curtain-raiser and the challenge for licensees will be to hold people into the evening.

The following Saturday a lunchtime clash between Italy and Scotland should, in theory, decide who takes the wooden spoon, and it could open a bumper afternoon for pubs as it leads straight into England v Ireland at 4pm.

England and Wales meet on March 20. Then comes the climax to the tournament on the 27th, billed as "Super Saturday", when all six teams play the final games.

Wales v Italy at 2pm is followed by Ireland v Scotland at 4pm, then there is a gap until France v England at 8pm.

Many pubs will have ambitions of keeping a crowd for the whole day, but the last match may be a bit of a stretch especially if it doesn't turn out, as the organisers and the BBC hope, to be the decider.

Latest odds​

• England​ 8/15
• France​ 7/4
• Ireland​ 25/1
• Wales​ 33/1
• Scotland​ 200/1
• Italy​ 500/1

After the success of the Rugby World Cup the Six Nations is a great opportunity for pubs and brewers to exploit the growing popularity of the oval code. Click hereto find out more.