 The match was scheduled for a 12 : 30pm kick off since Sky Sports televised the match in both Scotland and England ; they were unable to pick an afternoon slot because of the television blackout , which aimed to protect Scottish attendances . UEFA warned The Football Association in the lead @-@ up to the Charity Shield that a 3pm kick @-@ off would result in a minimum fine of £ 5 million . <unk> Brown of The Sunday Times wrote of the decision : " So , at least , the season is beginning as it will go on , at the mercy of television . " Tickets for the game were advertised at a cost of between £ 10 and £ 30 . 
