Kingfisher-owned trade DIY chain Screwfix is switching its trading hours to 'British Football Time' on days when England are playing during the World Cup.
The retailer will shift its store opening times on June 23 for the England match scheduled for 3pm that day, opening an hour earlier at 6am to enable tradesmen to extend their hours and work around the football fixture.

The last World Cup, held in Germany in 2006, saw a surge in customers early in the day as tradesmen sought to get their work done before matches aired, said Screwfix.

In the event that England makes the finals, trade counter hours will shift to 'British Football Time' on any days on which an England match takes place during trading hours.

Marketing director John Mewett said: "It's fitting to shift opening hours for this important fixture. Most of our tradesman customers are football fans who will be following the World Cup closely and there will be huge interest from many in England games. We'll remain open during any afternoon games to cover any emergencies."

He added: "No other sport generates the same level of national pride as football. We're supporting football fans all the way and would encourage other businesses to take our lead and change their hours to suit."

The business also runs a football forum on its website for tradesmen to exchange views on teams, matches and football news throughout the year. During the World Cup, Screwfix is distributing fixture lists through all of its outlets to help tradesmen schedule their work around key games.