One way of solving the match days only trade problem could be like the system used at the races. Contractors man the pumps on days when there is demand. Problem is the drink prices go sky high to cover the uneconomic opening pattern. A pint of lager bought from, say, Letherby and Christopher at Newmarket would be very much higher than a 365 days a year pub.
I went past the Witton Arms yesterday and it was open. The Yew Tree is pretty close as well.