Silverstone officials are planning to capitalise on World Cup fever when they stage this year's British Grand Prix.
The July 11 race falls on the same day as the final in Johannesburg, and rather than fight against the world's biggest sporting event, organisers plan to stage a post-race party.
The traditional concert, which many drivers attend, will again be held a couple of hours after the conclusion to the grand prix, with the World Cup final to follow on a giant screen.
Speaking to British media at the McLaren brand centre in the Istanbul Park paddock, managing director Richard Phillips said: "There's no point marketing against football, so we might as well market with it.
"We're going to show the match on the Sunday at around 7.30pm, so the after-race party will happen first and we'll show the football on the big screen after that.
"We have the possibility of linking up to other screens as well, but it depends on the take up."
Silverstone Holdings chairman Neil England added: "We want as many people as possible to stay behind after the race.
"We're actually spending quite a lot of money on this. This is not going to be a hickey screen.
"We want this to be a really good experience, and if England are in the final then it would be fantastic."
With the new circuit configuration due for its Formula One debut in July, an extra 6,000-seat grandstand has been added.
England and Phillips are expecting another 120,000 race-day crowd, with ticket sales at present standing at 92 per cent of the number sold at the same point last year.
It is a remarkable achievement for Silverstone bearing in mind they only secured a new 17-year deal to host the event in December, resulting in a five-month delay in the selling of tickets.
"We've three more weeks to sell, so it's looking good, but whether we will top last year's figure, I don't know," added Phillips.
"But it's been absolutely phenomenal so far."
Given the new track lay-out for this season, and with development ongoing for the new pit, paddock and media centre complex that is due to be unveiled for next year's race, costs have escalated.
But with MotoGP in particular, as well as British Superbikes, now being staged at Silverstone, the company is able to make money.
"Silverstone is a profitable business. We've had three years now of record profits from it," said England.
"Every aspect of the business is growing, and a lot of that is because we are seen as the premier racing circuit with races like Formula One.
"Formula One itself is not a business you want to be in, but we manage it to not harm the rest of the business. That's the best way to put it.
"The fact the contract negotiations (with Bernie Ecclestone) took as long as they did indicates it's quite tight."
At least the British Racing Drivers' Club, who own the circuit, is now a happy organisation again according to England after years of in-fighting and politicking.
"The one thing I would say about the BRDC now is that they are very supportive of what's happening at Silverstone for two key reasons," added England.
"The first is they are seeing a better race calendar and more investment in the circuit than they have ever had in their history.
"The second is they are seeing a business financially performing better than it has ever done.
"So the days when there was a lot of tension and politics within the BRDC, in my view, are much reduced.
"And under the leadership of (president) Damon Hill, the BRDC is returning to what it started out, which is more of a club and less embroiled in the politics of Silverstone, which is for the good of motor sport."
