The British economy is banking on a World Cup bounce, when beer sales rocket, shoppers hit the high street and fans reach for takeaway menus.
England’s World Cup participation is expected to provide a revenue boost of between £1.5 billion and £2 billion through the summer months.
Among the biggest winners will be pubs and clubs showing matches on big screens and off-licences catering for those watching at home. The industry could earn more than £150 million extra for every week that England survives in the competition.
Neil Williams, a spokesman for the British Beer & Pub Association, said: “Pubs are a hugely popular venue for large groups to watch football matches and we expect them to be full next summer owing in part to the favourable time difference of a mere two hours with South Africa.
“We estimate that on the days England play matches an extra ten million pints will be sold, with this number set to increase the further they progress in the competition.”
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Entertainment retailers are certain to experience a bumper summer.
Huw Crwys-Williams, category director for consumer electronics at Currys and Dixons.co.uk said: “We expect a big impact on the sales of TVs in the build-up to the World Cup.
“There has been vast improvements in fast-motion clarity. Next year will also be our first HD World Cup. We also predict that there will be a rise in sales of recording devices and beer fridges, an essential World Cup accessory.”
Supermarkets will also be keeping their fingers crossed that England go all the way in the tournament, and not only in the hope that sales of beer and wine rocket.
Jo Newbould, spokeswoman for Asda, said: “The World Cup is a huge event for the whole family and we consider ourselves as Britain’s biggest takeaway and thus expect food sales to jump. Our pizza counter sales are up 400 per cent at the moment due to The X Factor alone. Therefore, we expect the World Cup to have a huge impact on demand and are ready for this.”
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Simon Chadwick, Professor of Sports Business Strategy and Marketing at the University of Coventry, believes that fans seek demonstrable ways to engage with their team, even if it’s just from an armchair.
Of all the merchandise on offer, he expects shirts, flags, stickers and specialist magazines to do the best business. Smiths News, the newspaper and magazine distributor, has predicted a surge in demand for football World Cup sticker albums.
“As far as betting is concerned, people tend to have a flutter even if they don’t normally on important match days,” Professor Chadwick said.
“Also, the upbeat mood brought about by England’s qualification could result in an increase in productivity in the workplace. There will be a feel-good factor. However, if England do badly there could be an increase in luxury purchases and holidays.”
Despite the current economic gloom, the retail sector is likely to enjoy a boom if England makes it to the later stages. In 2006, when England made it to the quarter finals, spending increased by £1.25 billion.
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“The World Cup presents an excellent challenge and ripe opportunity for the British high street,” said Jace Tyrrell, spokesman for the New West End Company. “Traditionally, grocery stores do really well as people gear up for summer barbecues alongside the football. The West End is 80 per cent fashion oulets where we expect an uplift in sportwear sales, with brands like Umbro (the England kit sponsor) who will undoubtedly do well.
“We aim to provide an opportunity for British ladies to hit the shops whilst their husbands and boyfriends are at home glued to the telly. We are also planning to host some promotional events to support matches, with big screens planned for St Christopher’s Place and other major West End landmarks.”
Analysts at ABN Amro calculate that World Cup-winning nations enjoy an economic boost of 10 per cent.