A pub landlord has given one of his regulars free beer for life after a World Cup bet.
Martin Smith, who runs the Bull Inn in Hardway, Somerset, promised drinker Peter Guest free booze if he could get the pub's name on television during the finals in Japan and Korea.
"He told me he was going over to Korea with work and would be going to the England matches against Denmark and Brazil," Martin told BBC Sport Online.
"I jokingly said if he could get the pub's name and address on television I would give him free drinks for a year.
"Then off he went and did it!"
Peter took a banner to the England-Denmark game in Niigata with the pub's name and address on it, along with a hello message for his wife Jenny.
"I got a phone call from his wife during the match saying the banner had been on TV," Martin added.
"I went and had a look and sure enough it was featured about 10 times during the match."
One of those occasions was when Michael Owen scored England's second goal.
Be my Guest
And despite losing the bet, the 50-year-old landlord was over the moon to see his pub's name shown around the world.
"I was absolutely thrilled to bits, not only because of the goal but to see the banner as well.
"It was on during the Brazil game as well, but obviously that was overshadowed by the result of the game."
Because of all the publicity gained from the banner, Martin decided to offer the 48-year-old sales and marketing manager free beer for life.
"Luckily he's not the biggest drinker in the world," Martin said.
"He only comes in a couple of times a week for a couple of pints. Although he's been in more recently."