The new guardians of Atherstone Ball Game have sounded their own battle cry to ensure the town's world-famous event lasts for a thousand years.

Event chairman Rob Bernard has pleaded with modern-day gladiators of the ancient Shrovetide right of passage to allow the spectacle to carry on for future generations.

The 47-year-old head of a family steeped in the tradition which has spanned ten centuries warned players "off-the-ball fighting will not be tolerated" this afternoon.

"It will be dealt with," Mr Bernard insisted.

In an eve-of-event speech, he said: "As a committee I think you will all understand how passionate we are about it.

"We are completely confident that you as a town are as passionate."

But he urged participants, ahead of the 3pm start, to "come together as a community" for the benefit of the town's young people to enjoy in the years ahead.

Former Coventry City footballing stars Dave Bennett and Kirk Stephens will get the game underway by throwing the ball down from the balcony of Atherstone Conservative Club – a break with the tradition from Barclays Bank, further up Long Street.

The Ball Game chairman of a newly-formed organising committee has worked tirelessly with his event secretary wife Janneen to convey a message that "family" is at the heart of the 821-year-old tradition which goes back to the reign of Richard the Lionheart.

And he made a special plea: "Bring back the first hour and half of fun for our children and mums before the battle commences.

And on that famous last half hour which has got previous ball games notoriety with scenes of ugly violence going viral around today's digital world, Mr Bernard added: "Let's have a fair battle for that ball after 4.30pm and all enjoy what we have as a community.

"Let's keep our fantastic tradition going and long live the Atherstone Ball Game."

The event finishes at 5pm when the chief steward sounds the klaxon to signal end of play.

By then, the giant ball is likely to have been deflated in a tactical ploy to make it easier to retain ownership in those final few minutes of mayhem.

Nub News, making its first appearance at the event, is hoping for a ringside seat to a very special piece of English history that has survived world wars, fire and tempest since 1199.

Footnote: Click on the red box at the bottom of this story to see how much of a family affair it is for the Bernards.