The town of Rugby in Warwickshire cannot put up a large television screen to show the Rugby World Cup semi-finals, police have ruled.
Town leaders wanted to use the England v France match to attract tourists to Rugby, believed to be the game's home.
However, Warwickshire Police told borough councillors they had concerns over the safety of so many people gathering in one place.
The council has now said it is looking at other ways to promote the event.
It said that if England beat France in Saturday's semi-final the town would definitely celebrate the victory in some form.
William Webb Ellis is reported to have invented the game at The Close at Rugby School in 1823.