With the new football season just around the corner, now is the time for licensees to think about the impact the beautiful game c an have on their businesses. NIGEL HUDDLESTON kicks off this special report with a preview of six of the best from the autumn schedule
Sunday 14 August, 4pm Wigan Athletic v Chelsea, Premiership, Sky Sports 1
Cynics carp that Wigan is no more than a rugby-league town and, thus, undeserving of a top-flight soccer team, so there's no better opportunity to prove them wrong than an opening fixture against the reigning champions. At the time of writing, Wigan manager Paul Jewell had only managed to add Rotherham's goalkeeper to last year's promotion squad, so the prospect of McCulloch, Bullard and Ellington up against the likes of Chelsea's Lampard, Cole and Terry does not look a healthy one on the playing front.
MA business verdict: Big hotspots in south Lancashire and west London and an intriguing fixture for anoraks everywhere. Extra staff and A-boards at the ready.
Sunday 28 August, 4pm Newcastle United v Manchester United, Premiership, Sky Sports 1
Scott Parker has gone from Chelsea to Newcastle in the belief it will help him win medals, seemingly oblivious to the fact that the team he's leaving have just won the Premiership and the Carling Cup, while the side he's joined haven't won anything since 1969. Good as he is, Parker may not be enough to reverse that trend and if Rooney and co fire for United, a tonking on the scale of the 4-1 FA Cup semi-final result may not be out of the question.
MA business verdict: With both teams' shorts worn in every shopping centre and high street across the land, this is of national interest. It's bank holiday weekend too, so why not milk it with an end-of-season barbie if you can.
Saturday 3 September, 7pm Wales v England, World Cup qualifier, TV TBC
Welsh chances of qualifying for next year's World Cup finals are already a mathematical impossibility but they'll relish the opportunity of putting a spanner in England's hopes. Sven's men have looked comfortable throughout qualification and Lampard, Beckham and Gerrard should easily run the show from midfield. But England like a little wobble now and again and one is certainly overdue, so don't rule out a shock.
MA business verdict: It's going to be busy, busy, busy, but everyone will be after a share of the cake, especially with terrestrial TV coverage, so you need to be ahead of the game with advance publicity and extra incentives a pre-match quiz maybe. It's potentially a long day's drinking for some people, so keep staff well-briefed on who not to serve and avoid cut-price promotions.
Wednesday 7 September, 7.45pm Republic of Ireland v France, World Cup qualifier, TV TBC
Whisper it, but 1998 world champions France are in distinct danger of failing to qualify for the 2006 tournament in Germany. A knack for 0-0 draws in Paris against Ireland, Israel and Switzerland has left them making the away trip to Dublin in need of a win. Three points for the Irish will put them on the verge of a great qualification from a tough group going into their last match against Switzerland in October. They don't come any crunchier than this.
MA business verdict: Any pub with a hint of Irish credentials will be packed to the rafters, so get yourself staffed-up, dig out the emerald bunting and hats, and order an extra barrel of the black stuff.
Sunday 2 October, 4pm Liverpool v Chelsea, Premiership, Sky Sports 1
The long-winded on-off Steven Gerrard transfer saga was arguably the most boring football story of the summer. Of course, there's no knowing whether he'd have gone to Chelsea even if he had left Liverpool, but the fact that the London club had a £32m bid rejected by the European Champions really does add a big dash of extra spice to a re-run of the infamous Champions League semi-final. Having lost that by a dubious goal and a last-minute howling miss from Frank Lampard, the league champions will have revenge on their minds, but Liverpool proved in Istanbul that they have more resolve than anyone thought possible. It won't be pretty, but it will be enthralling.
MA business verdict: The Premiership game of the season so far and one to get bums on seats as the nights draw in. A great oppor-tunity to promote your coverage of the England match below.
Wednesday 12 October, 7.45PM England v Poland, TV TBC
It's 1973 all over again as England play the Poles in the final group match to decide who goes to the finals. Back then, Brian Clough described Polish goalkeeper Jan Tomaszewski as a clown but later had to admit 'but he was big, as the keeper kept out everything England threw at him to keep England at home and send the Poles to the finals in Germany (or West as it was then). With Poland and England neck and neck in the group there are just too many coincidences stacking up for comfort, but surely it can't happen again.
MA business verdict: Book more staff, get in plenty of food, check beer supplies and dig out the flag of St George bunting. Wednesday nights like this one only come around once in four years.