The Swedish men's national team, along with their sponsor Svenska Spel, have launched a tongue-in-cheek petition to turn the clocks back seven hours so that fans do not need to wake up in the middle of the night to watch the 2026 World Cup games.
As the World Cup is being held in the US, Canada, and Mexico, most of the matches will be played at night for fans in Europe.
Considering the wide scope of time zones in the region, games will kick off from 5pm BST to 5am BST.
Victor Nilsson Lindelöf, Team Captain, said: "This is the world's easiest solution so that everyone can watch our games at convenient times.
"To be able to put on the national team jersey in a major championship is without a doubt one of the greatest things you can do as a football player.
“At the same time, this is the first time I have to worry about whether the Swedish people are awake when we play. That is not reasonable. That's why we want to switch from summer time to football time, so that the whole of Sweden can follow us without having to get up in the middle of the night.”
Sweden will be in Group F, alongside the Netherlands, Japan and Tunisia.
Their first match is scheduled against Tunisia on 15 June, 3am BST.
The clocks would only be turned back for the duration of the World Cup, and the national schedule would be returned to normal once the football event is over.
Christian Benedict, Uppsala University Sleep Researcher, said: "For the body and brain, the logic is quite simple. A game at four in the morning can be fantastic football, but for those who sit up half the night, sleep and recovery can be affected the next day.
“It can be noticed both at home and at work. From a sleep perspective, there are clear advantages to the fact that big matches can be followed at times that disturb the circadian rhythm less. Football time is of course a twisted idea.
“But that's also what makes it interesting. Behind the absurdity is a simple and reasonable point. The body handles evening football significantly better than night football.”
Sweden made it to the quarter-finals in the 2018 World Cup, but were knocked out by England.
Anna Johnson, Svenska Spel President and CEO, said: "The proposal may sound absurd, but the point is very real.
“When Sweden plays, as many people as possible should be able to participate. At home on the sofa, at outdoor cafes and in groups of friends.
“The whole of Sweden should be able to experience the excitement, community and joy around the national team without having to get up in the middle of the night.”
In its most recent Q1 report, Svenska Spel's revenue increased by 2% to SEK1.9bn (US$206.2m).
At the time of writing, 162 people have signed the official petition. Global Gaming Insider will monitor the situation closely and will report on any timely developments.
There will be 13 different kick-off times used throughout the 2026 World Cup
