Pune: As football fever grips the city, its restaurants, cafés, and sports bars find themselves caught in a high-stakes dilemma: meeting surging customer demand while navigating a growing legal “grey area” over commercial screening rights.While football-themed menus, prediction contests, and late-night screenings have begun appearing across the city, many establishments are now proceeding with extreme caution. Reports have emerged that several venues in Pune, Gujarat, and Bengaluru have received legal notices regarding unauthorised commercial screening of FIFA World Cup matches.“We are currently restricted from carrying out promotional activities centered around the matches,” said Saili Jahagirdhar, Pune chapter head of National Restaurant Association of India (NRAI). “A controversy is unfolding nationwide. The official rights holder has been sending notices to pubs and restaurants, demanding payment for commercial screening rights.”According to Jahagirdhar, the core of the dispute lies in the type of subscription used. “Many restaurant owners ask a simple question: if they are already paying their service provider, why should they pay again? The response they receive is that standard subscriptions are for domestic viewing only, not commercial use. The NRAI is currently evaluating the legal position and drafting an advisory. Until then, we are advising members to avoid monetising screenings through specific offers that could attract legal action.”This uncertainty comes at a precarious time for an industry still finding its footing.“Restaurants have faced a string of challenges since the pandemic, with recent LPG price hikes adding to the strain,” said Ganesh Shetty, president, Pune Restaurant and Hoteliers Association (PRAHA). “Naturally, many businesses view the World Cup as a vital opportunity to bring customers back.”Shetty noted that FIFA-themed offerings have been a staple of Pune’s nightlife for decades, starting in hubs like Koregaon Park and Kalyaninagar before spreading city-wide. “Customers want the entertainment and the communal experience. If we don’t provide it, they simply go elsewhere,” he added, noting that PRAHA is also looking into the matter.To mitigate risk, some venues are pivoting to alternative formats. While some have suspended live screenings entirely until the legal fog clears, others are replaying matches during daylight hours or focusing on “football-inspired” menus and prediction games. Several malls have also stepped in, screening the 10:30 PM matches until closing time.For the fans, however, the draw remains the shared experience.“Watching a World Cup game alone at home is nothing like watching it with a crowd,” said Aditya Kulkarni, a 28-year-old software engineer. “The atmosphere, the collective reactions, and the banter with strangers are what make the tournament special. I’d even go for a replay just to be with friends.”Marketing professional Aaron D’Souza agreed: “The themed menus are a nice touch, but it’s the shared excitement that matters. During the World Cup, the whole city feels connected. You want to be out there with other fans.”For Pune’s hospitality sector, that enthusiasm is both an opportunity and a risk. While the crowds are ready to fill the seats, the question of who owns the “view” remains an unresolved hurdle for business owners.
