Landlords across the area are hoping for a World Cup boost as the tournament brings fans into pubs.
With most games in Brazil airing late in the evening UK time, dozens of pubs have applied for later opening hours, and will put on extra staff to help keep the drinks flowing.
England’s first game against Italy kicks off at 11pm and landlords are expecting a rush.
Keith Morris, landlord at The Twelve Bells, Trowbridge, said: “The World Cup is important for trade and you have to fight for everything that is going. The football will hopefully bring out more people.
“On Saturday night I am thinking do I put on extra staff? At 11pm are people going to come up here? But I don’t know. I will have to wait and see.”
The Black Horse on Frome Road, Trowbridge, is running several prize draws during the tournament, with cash windfalls on offer to anyone who can predict Roy Hodgson’s team.
Assistant manager Deb Davies said: “Sport is at the heart of the Black Horse so there was no question whether we would be supporting the World Cup.”
Kevin Standen, Assistant Manager of the Old Bell Inn, Warminster, said: “It should be brilliant, we are expecting a large crowd on Saturday.
“The pub will be decorated with flags on the day, and we have got five or six big TV screens so we are well geared up for watching the football.”
Gary Young, bar manager at The Ludlow Arms in Westbury, has applied for a licence extension to stay open during late games. He said: “We have many drink promotions, and 80-inch screens that can be seen from everywhere in the pub.
“We will have three or five staff on when England are playing, so hopefully we won’t need to bring in any extra.”