World Cup boost to local economy

That was the claim this week by Newbury accountants and business advisors James Cowper as England begins its World Cup campaign against Italy at 11pm today (Saturday).
James Cowper partner and ardent England fan 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.
“While 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.”
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 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.”
Pubs in the town centre were screening the live action. At the Waggon and Horses sports bar in the Market Place, licensee Lee Kelly was busy putting up team flags, with Bar Sport in Bartholomew Street following suit.
The managing director at Bar Sport, Claudio Altini, said that tables for all of England’s games had sold out.
The bar will be hosting a ‘win or lose party’ until 4am on Saturday after England’s first game against Italy.
Mr Altini said: “Excitement has really built and the level of enquiries has rocketed. There’s lots of excitement all around.
“Our bar predictions are to get through the group stages and quarter finals. That’s a realistic prediction. The expectations are low this year, which I think is helpful.”
The manager of the Hogs Head in Wharf Street, Peter Sadler, said the bar would be offering its usual great atmosphere and that table bookings had been made for England games. He said the pub would be open for all late night games until 2am if it was deemed worthwhile.
The Mill, in Bradley Moore Square, Thatcham, is open for all late night matches and is also running a World Cup draw, with a chance to win £100.
Assistant manager Jane Kebble said: “We are all kitted out with banners, and flags. I think Brazil is the one everyone wants to draw in our sweepstake.”
In Hungerford Ian Marlow at the Sun Inn in Charnham Street said: “We’ll be showing all the games that matter and we’ve decorated the pub with all the team colours. There’ll be special promotions, like a jug of sangria for £5 when Spain play, special offers on ales and beers and themed food. We’ll also be open until 1am after England games.”
Let us know what your plans are for the World Cup by contacting reporter John Herring.