Landlords are being offered the chance to extend their opening hours during the World Cup.
Dudley Council has written to pubs and bars across the borough with advice and support in the lead-up to the tournament, including information on national temporary licensing hour extensions.
The move aims to help the hospitality industry welcome more customers during key fixtures.
Councillor Patrick Harley, leader of Dudley Council, said: "Major tournaments like the World Cup are a fantastic opportunity for a great time for our local pubs, clubs and hospitality businesses, and we’re pleased to support them to make the most of it.
"We want Dudley to have a fabulous atmosphere where people can come together, support their teams and enjoy themselves."
During the tournament, venues will be able to stay open later when England or Scotland are playing.
The temporary extensions allow pubs and bars to remain open until 1am for matches kicking off between 5pm and 9pm, and until 2am for games starting between 9pm and 10pm.
These later hours will apply to matches from the round of 32 through to the final, including the last 16, quarter-finals, semi-finals, and third place play-off.
For all other matches, standard licensing hours will continue to apply.
The council’s licensing team has also provided venues with practical guidance to help them prepare, manage increased demand, and maintain a safe and enjoyable environment for fans.
To ensure public safety during the tournament, Dudley Council is working closely with the police and other agencies.
Mr Harley said: "Working in partnership with West Midlands Police and other agencies, measures will be in place to help ensure public safety throughout the competition.
"We want everyone to have fun, but it’s important that celebrations don’t come at the expense of others.
"Anti-social behaviour will not be tolerated, and we will take action where necessary."
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