Marketing is about being distinctive and standing for something. In this case the ability to enjoy a soccer free drink. It is an unashamed cash-in on the Euro 2004 frenzy currently overtaking Eng-aa-land.
The Prince of Wales pub on the corner of Great Queen Street and Drury Lane WC2 is publicising itself as being a soccer free drinking establishment. Not even clothes shops, usually a haven for women have been spared the onslaught of football. The Prince of Wales has set their stall out as a female friendly zone.
From what I remember the Prince of Wales do a good interpretation on British pub food at a reasonable price, that you can enjoy alongside your soccer free drink. More London based content here.