The Ontario government has decided to allow licensed bars and restaurants across the province to serve alcoholic beverages, beginning at 10 a.m., during the 2010 FIFA World Cup, which runs from tomorrow, June 11 to July 11.

Normally, it is illegal to serve alcohol before 11 a.m. The exception had already been made for establishments in the GTA, prior to it being applied province-wide via an announcement made last weekend.

The province said it “recognizes the significance of the World Cup to many people in this province and because of that, it is making this special exemption to the Alcohol and Gaming Commission Ontario’s (AGCO) policy on extended bar and restaurant hours.”

The decision comes in light of the fact South Africa, host of the World Cup, is six hours ahead of the Eastern Standard time zone and some matches will be starting as early at 7:30 a.m. EST.

Local bars and restaurants are not legally obliged to open at 10 a.m. the Mad Hatter on First Street is ready and willing to open up an hour earlier and serve up a pint to the thirsty football fan.

Boston Pizza on Beuna Vista, meanwhile, will continue to start serving alcohol at 11 a.m. The restaurant will, however, be open as early as 7 a.m. on certain days to accommodate customers who want to watch the earlier-broadcast games.

T.J.’s Hangar on Broadway has not committed to earlier openings, but has not discounted them. A spokesperson for the restaurant said management would like to feel out the clientele to see if such an action would be worthwhile.

The Winchester Arms is taking the same course. Manager Carrie O’Brien said in an interview that the establishment will not automatically open at 10 a.m. every day. While the bar does have a cohort of avid soccer fans among its regular clientele, Ms. O’Brien says she will follow the World Cup on a match-to-match basis and decide which ones warrant an earlier opening.

The AGCO says the municipality can overturn the decision and disallow the earlier openings, providing it informs the commission of its decision in writing. The issue was presented at the last public council meeting, and council presented no objection.

“I would not object,” said Mayor Rob Adams. “It’s province-wide and it won’t be for a long time.”

Councillors Mary Rose and Gail Campbell both said they had no objections. “I’ve talked to the police and they don’t see any problem with it,” said Ms. Campbell, “and I wouldn’t have an issue with it.”

Ms. Rose concurred. “For that period of time, I would not have a problem with it.”

The only dissenting council voice came from Sylvia Bradley.

“I don’t think it’s warranted or necessary,” she said. “If we make an exception for this one, where does it end?”

The government announcement was welcomed by patrons. “ could sit and watch the games at home because they’re on regular television,” said Winchester Arms regular Gerald Watt. “But it doesn’t match the atmosphere of being in pub when (the match) is on.”