Retailers Set Goals On World Cup Success
England fans are not the only ones hoping the players can find the back of the net as their World Cup campaign finally gets under way.
Retailers too are banking on success.
The Centre for Retail Research has estimated that every time England scores - shops, restaurants and pubs will benefit to the tune of almost £200m.
At Sainsbury's, designers started working on the merchandise more than a year ago.
Corporate affairs director Alex Cole said: "The longer England stays in the tournament, the more excuse we have got for parties as a nation.
"But also the sun is really important so the sunnier it is the more likely we are to say, yes, we will have a BBQ and get some people round to watch the match with us."
But it is not just sales of sausages and beer that soar. TVs are selling well. So too are souvenirs and sportswear.
Takeaway pizzas are expected to sell in their millions but many people will head straight from work to bars or restaurants to watch the matches.
Phil Collinson, manager at Rileys Sports Bar in central London, is expecting 30,000 fans to come through the doors during the tournament.
"It's our responsibility to make sure everyone from all the different nations has the chance to see the matches," he said. "It will be an incredible atmosphere and great to be part of."
Reaching the final 16 is expected to see the takings by retailers, bars and restaurants rise by more than £1.3bn while a place in the final would be worth almost £2.6bn to the economy.
With England taking on Italy in their first game, it can mean split loyalties if you are running an Italian business in the heart of London.
But while there is no surprise who Lorenzo Mariotti, manager of the restaurant Little Italy in Soho, wants to win, he knows the importance of the home nation staying in the competition.
"We really need both teams to play well and go (as) far as they can and hopefully meet in the semi-final or final," he said. "It will be the most great game of the World Cup."
Former footballer and city trader Michael Jarman says success in the tournament will see football fans out spending.
"You find the general morale and momentum of the UK consumer is going to be more upbeat, a bit more optimistic," he said.
"You then have the new football season starting. Naturally there will be a better feel-good factor."