Move it up by two hours so you can have people watch it in Britain. Otherwise, it's past their bedtime.
Even starting a game at 9:30 is a bit rough. You really shouldn’t be starting past 7 local time. Which would be 4 EST, noon where I’m at. The problem with that is you lose a lot of good pregame show time, ie time for the network that forked over billions to sell commercials. They like that all day festival.