Pubs in Fakenham are bracing themselves for World Cup fever - with one pulling out all the stops to ensure a £70,000 revamp was finished in time.
And, as many fans get set to watch the action indoors, landlords are already preparing to call in painters and decorators to cover marks left by flying pints.
The first-ever winter World Cup will get under way on Sunday when hosts Qatar face Ecuador, before England play their first game on Monday afternoon against Iran.
At the Henry IV on Greenway Lane, manager Kevin Black was desperate to make sure major renovation work was completed in time for the tournament.
New additions include an outdoor pagoda with accompanying heaters, as well as improved outdoor seating, new children's play equipment and additional seating inside.
An improved sound system will help give punters the ultimate viewing experience - in between renditions of Three Lions and World in Motion, of course.
“We are starting to get over Covid, and it's great there is an event like this,” said Mr Black.
“I’d prefer it to be in the summer, but the heaters on the pagoda will help those wanting to watch outside.
“I’m just glad we have these events to look forward to, regardless of the season we are in.”
Across at the Rampant Horse Inn, owner Catherine Baker said their outdoor screens - made popular by pubs needing to Covid-compliant during Euro 2020 - are here to stay.
They will only be switched on if the weather is dry, but an abundance of screens inside means no one should miss a moment of the action.
“I think the beer cheers have something to do with wanting to sit outside," she said.
“During the Euros there was such a great atmosphere. People probably have that in their heads, but it's going to be cold for the night game.
"We were laughing about how we might need decorators in afterwards, with all the beer that might be chucked about onto the ceiling."
Mrs Baker also wishes the tournament was taking place during the summer, as it always has.
She added: "I don’t like to see the domestic game stopped for the World Cup, but that is out of my hands."
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