Newbury businesses expecting World Cup boost

Newbury accountants and business advisers James Cowper say that retailers, pubs and restaurants are predicted to see a £3m boost to trade as England begins its World Cup campaign against Italy on Saturday.
And while pundits and fans might have more realistic expectations surrounding the 2014 campaign being held in Brazil, progression to the World Cup final on July 13 could see trade lifted by more than £4.5 million.
The firm says that retailers can expect a £45m boost across the Thames Valley, which could rise to more than £70 million if England make the final.
Partner and ardent England fan at James Cowper, Mike Farwell, said: “Unlike the previous World Cup tournament in South Africa, where many of the matches were played during the working day, most of Brazil 2014 matches kick-off in the evening.
“Whilst I am sure some employers will allow staff to finish a little early for England’s 5pm match, there will be little in lost productivity. In fact, the opposite is very much the case, with fans likely to spend more on food and drink as they celebrate or commiserate.”
Previous tournaments have seen shoppers attack the high street, with the 2006 tournament generating an additional £1.25 billion to the UK economy while the 2010 campaign added around £1.5 billion.
This year’s tournament is expected to press the economy, with the British Retail Consortium and the Centre for Economics and Business Research suggesting it will add between £2 billion and £3 billion this summer.
Mr Farwell said: “Top of the list will be food and drink, and if the sun shines, barbecues. TV sales rocket in World Cup years, as does advertising spend. Then there is, of course, all of the World Cup merchandise.
“Our figures are based on the above estimates by the British Retail Consortium and local population numbers, which conservatively equates to an increased spend of £20 for every person living in Newbury. I suspect the real figures will be probably much higher – especially if England makes the final.”
These pictures were taken at the Hog's Head, Newbury, during the 2010 World Cup tournament in South Africa.
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Contact reporter Dan Cooper on 01635 886632 or email dan.cooper@newburynews.co.uk