Niall Quinn has said that he "despises" fans who choose to watch Sunderland's 3pm Saturday kick-offs in pubs, while listening to "some overseas commentator".

Sunderland's chairman was reacting to a legal opinion that was delivered by an advocate of the European court of justice yesterday. By concluding that the sale of exclusive rights to televise football on a country-by-country basis was contrary to the principle of the European single market, Juliane Kokott suggested that a Portsmouth landlady, Karen Murphy, should not have to pay a fine and costs totalling £8,000, after the Premier League took her to court for using a Greek decoder to show Premier League games in her pub, the Red White and Blue.

Although Kokott's opinion is not yet binding, it could be made so by European judges.

Pubs in the north‑east often show what have been regarded as illegal foreign broadcasts – often from the Middle East, southern Europe or Scandinavia – of 3pm Saturday Premier League games that are not transmitted by British broadcasters, including Sky. Quinn feels this is an "easy option" which is reducing crowds at the Stadium of Light.

The Sunderland chairman said: "Contrary to the opinion of the advocate general, the illegal showing of Saturday 3pm fixtures involving Sunderland has an extremely detrimental effect on our attendances. I can point to the evidence uncovered by an agency who covertly visited pubs and clubs in our catchment area and witnessed thousands watching the illegal broadcasts. My belief is [that] a significant number of these people are taking the easy option of spending their money in the pub, watching their team, as opposed to supporting their team and helping to create a better atmosphere at the stadium.

"Our attendances are down for a couple of reasons and I would never criticise anyone who doesn't come to the stadium because of financial constraints but I despise those who spend far more than the price of a ticket watching some overseas commentator describing the action.

"All clubs thrive on full stadiums. Loud, passionate support is the backbone of football and when our stadium is full we are a force to be reckoned with. I know this first hand – when I was a player we could beat teams from the second they walked out of the tunnel, the atmosphere was so intimidating.

"To anyone watching the game illegally in the pub I will continue to say: 'By doing so you're not supporting your team, you're actually damaging the progress of the club.' We have a real chance here to make this club feel great again but to do it we need everyone behind us. I would urge these people in the pubs and clubs to come back to the Stadium of Light. And I reiterate, despite this opinion yesterday, it is still illegal to show games in this fashion."