Shabna Zaheer, founder of 'The Scene', has created alcohol-free World Cup screenings in London to offer an alternative to traditional pub viewings. The South Asian-led events collective aims to provide a space where people who don't drink alcohol can still enjoy the tournament atmosphere.
Addressing the gap in football culture
Zaheer recognized that much of football culture is rooted in drinking and pub culture, which can exclude communities where alcohol isn't part of their lifestyle. A recent NHS survey found that almost a quarter of adults in England do not drink alcohol. 'The Scene' fills this gap by offering social screenings without alcohol.
Zaheer said: "Yet if you want to watch a major sporting event socially, most of the established venues and experiences are still built around alcohol. From sponsorships and advertising to pub screenings and major tournament campaigns, there's often an assumption that watching football means grabbing a few pints with friends."
Creating an alternative, not a replacement
"There's nothing inherently wrong with that, but it can make it harder for people who don't drink to find spaces where they can enjoy the same atmosphere. We're simply creating another option," Zaheer added. "What we've found is that when you create a different environment, people who would otherwise watch at home become much more willing to come out and experience the tournament together."
The group hosted a screening for England's match against Croatia on June 17 at Brixton Jamm in South London. Following positive responses during Euro 2024, they are continuing with World Cup screenings this year.
Community and inclusivity
Beyond football, 'The Scene' runs quizzes and comedy nights with a focus on promoting the South Asian community. Tickets are open to everyone, and attendees are encouraged to connect and build relationships. Zaheer noted: "We are a huge ethnic group, and I believe spaces like The Scene and having an alcohol-free space are important. We always get good feedback from people who came on their own, and when they leave, they say it was much better than they expected."
The next screening is for England vs Ghana on June 23, with tickets starting at £12.
