Not that I'll be watching but I'm assuming it's on Sky rather than normal telly so I'd imagine there's a market for opening the pub early - they often do it for other sporting events like rugby and football don't they?

Don't think a 24 hour licence or lack thereof necessarily makes a difference if you're not serving booze and I'm not sure how many people would want a drink at 4.30am unless they've been out all night already...