Cinema operator Odeon is to broadcast England's remaining Rugby World Cup matches live at the Odeon Leicester Square and has obtained a licence extension allowing consumption of alcohol on the premises.

The arrangement is sponsored by Fuller's London Pride – meaning rugby fans can enjoy a pint of London Pride while watching the matches from the cinema's leopard-print seats.

The sponsorship package includes a 20 second London Pride Rugby World Cup advertisement being shown on screen at 18 London Odeon cinemas in the run up to each match which England qualifies for.

Odeon brand manager, Richard Storton, said: "Following the success of the Football World Cup last year, we're sure rugby fans are going to love watching the England games on the silver screen."

John Roberts, beer and brands director at Fuller's said the deal with Odeon was one of many activities the company is undertaking during the Rugby World Cup to promote London Pride as "London's biggest rugby supporter".