NEWTON-Abbot can expect a few bleary eyed landlords during the coming four weeks as pubs in the town prepare to open their doors at the crack of dawn for the World Cup finals.

Torbay's Licensing Office, which also covers the Teignbridge area, has been kept on its toes with hundreds of applications from publicans hoping to cash in on the exploits of Beckham and co in Japan and Korea.

'We've had an awful lot of applications for early opening,' said Margaret Edwards, senior licensing assistant.

'All applicants have had to apply for individual matches and it doesn't have to be England games in particular. We are not granting blanket licences so each pub will have to specify the dates when they want to open early.

'Some guidelines have been drawn up to help us when granting licences, one of which is that no pub will be allowed to open early more than 30 minutes before kick-off.

'It's been a big rush but on the whole most applicants have been successful.'

Whether or not the licences have been worth the leg-work will be proven this Sunday at 10.30am, when England take on Sweden for their first group game. 'I shall be down here in the morning if people want to come down and pop in,' said Jeff Whittle, manager of the Strikers Sports Xtra bar in East Street. 'I'm not expecting a lot of trade for the weekday games but I am hoping for people for the main games.'

The patriotic Jolly Abbot, also in East Street, will be throwing open its doors for all of the England and Ireland matches.

For those who fancy the idea of catching a game in the communal atmosphere of a pub but who can't stomach the thought of a pint at 6.30am, a number of pubs will be limiting themselves to serving only food, among them the Keyberry Arms.

'We're opening for all games but only for breakfast,' said manager, Marjory Whitbread. 'We didn't really want to be serving alcohol at that time in the morning, so we thought we'd offer the full English breakfast instead.'

The best laid plans of these landlords and ladies may be undermined however, by Teignbridge employers. The question, put to some of the area's largest employers, of whether or not staff will be given special treatment; extra time off, radios and televisions in the workplace, was greeted with laughter. 'I really don't think so!' was the answer from the Glendinning head office in Ashburton, Devon County Council and Heathfield's British Ceramic Tiles.

But a report from employment experts at legal expenses insurer, DAS, has warned employers that being too tough on staff could have serious consequences on staff morale. 'A considerate attitude to staff over watching the World Cup will pay dividends,' said advice manager, Rhian Rosser, 'yet anything divisive could prove a disaster. Be prepared and spell out company policy.'

The reaction of the police to the relaxed licensing regulations is one of quiet optimism and there are no plans to flood the streets with officers to keep exuberant (or devastated) fans in check during the traditionally passionate month ahead.

'We are not making any special provisions for the World Cup period, but we are mindful of the situation that pubs will be open longer,' said Inspector Andy Dower, of Newton Abbot police. 'We are just hoping that people will be sensible. We will be monitoring the situation and if there are any problems we will respond as and when it is needed.'