May 20, 2010

With less then a month to go before the 2010 World Cup, Portland's bar and restaurants are gearing up for the soccer siege incited by the world's largest and most widely-viewed sporting event.

Sports pubs, bars and even at least one seafood shop are planning to screen the competition, to be held June 11 through July 11 in South Africa, a time difference of plus-six hours that means games will start either at 7:30 a.m. 10 a.m. or 2:30 p.m. Eastern Standards Time, and for the most part, will be broadcast live to American audiences.

Held every four years and featuring 32 national teams from around the world, the competition features 64 matches over the course of the month. The last World Cup — held in 2006 in Germany — drew 26.2 billion viewers throughout the four weeks of competition, and 715.1 million viewers for the trophy match between Italy and France, according to FIFA, the sport's governing body.

But that time lag means early rising for local fans of the "other" football.

It also means that venues catering to the soccer faithful have to open way, way early, change staff schedules, and pull pints at unusual hours. Games will start either at 7:30 a.m. 10 a.m. or 2:30 p.m. Eastern Standards Time.

It's become part of the fun and early-morning turnout for such international sporting events can even surprise the stalwarts of Portland's pre-dawn dining scene. “I remember when the Red Sox played in Japan (March 25th, 2008), the place was packed at 4 a.m.” said Millie Norton, waitress at Becky's Diner.

While a little “kegs and eggs” action might be the preferred breakfast for some early-rising sports fan, state law prohibits restaurants and bars from serving alcohol before 6 a.m. Monday through Saturday, and before 9 a.m. on Sundays.

Hoping to draw in the early morning crowd, and give U.S. national team fans a place to catch every game, Linda Bean's Perfect Maine Lobster Roll at 37 Exchange Street has gone a step further, earning itself the designation of Official U.S. World Cup Soccer Bar in Portland.

World Cup promotions at Linda Bean's Perfect Maine include a special FIFA World Cup breakfast menu for all morning games, complete with drink specials. Linda Bean’s Perfect Maine will also be offering a daily lunch special for all FIFA World Cup Games that are played at 2:00 PM.

Not enough? The restaurant features a full-bar, and large screen HDTV's — both requirements to be considered for the designation of “Official World Cup Soccer Bar” a program run by U.S. Soccer to ensue that all Men's National Team fans will have a place to watch the team compete.

The cross-promotion between U.S. Soccer and Linda Bean's Perfect Maine doesn't just extend through the World Cup. The program requires the restaurant to screen all USMNT games in the coming year – with sound – in a majority of the bar. While U.S. Soccer only bestows the title on one bar in each city, that doesn't mean others won't be trying to edge in on the market to draw patrons for the world's largest sporting competition.

“I expect it to be very busy, we get soccer people in here pretty regularly,” said Lance Meader, owner of Rivalries Sports Pub and Grill at 10 Cotton Street. “The past two World Cups have been very busy,” he added.

With the early-morning influx comes a change in scheduling for the pub that normally sees more of an afternoon and evening crowd. “I'm not sure how it's going to work right now, but we definitely make sure we have people scheduled at odd times,” said Meader.