With the World Cup predicted to generate more than £1 billion in sales for UK businesses – assuming England reach the second round – there is no shortage of traders looking to cash in on the tournament.
I was sent into Norwich to see how much England-themed merchandise I could pick up for £10. The answer was, perhaps surprisingly, quite a lot.
The array of items on offer around the city was staggering, from paper plates, napkins, pint glasses, flags, bunting, balloons, T-shirts, sunglasses and hats.
And while my £10 allowance was some way off the amount needed for an official replica shirt, there was plenty available to adorn the most ardent fan – although my choices might not be to everyone's taste.
My purchases:
A large England coffee mug from Gifted in Castle Mall for £2.99
England Baseball Cap from Poundworld in Castle Mall for £1.00
England flag from Sports Direct for £2.00
Inflatable St George's cross ball from The Works for £1.99
England air horn from The Works for £1.00
Wayne Rooney face mask from Poundland for £1.00
Total – £9.98
BUS TIMES
A special evening bus fare will come into operation during the duration of the World Cup in Norwich and Great Yarmouth.
First Eastern Counties is launching a single fare service of £1 in the city, in zones 1-5 and in Yarmouth every day from 7:30pm.
The initiative will run from Thursday, June 12 to Sunday, July 13 and will allow people to have a drink while they watch the game but will still be able to get home with ease.
'The bus offers a great travel alternative for a night out and is a great option for those who like to enjoy a drink in the evening,' said Hugo Forster, general manager of First Eastern Counties.
Steve Wickers, commercial director for First East England, said: 'We know that the World Cup is a busy time for pubs and bars and we hope that by offering these reduced fares, people will make the decision to leave their car at home.'
OUR COVERAGE
From Monday our special World Cup coverage will really ramp up in print and on our websites.
Every day we will have page after page of the latest reports, news and analysis from Rio.
Back home, our reporter Andrew Fitchett will bring you a daily dose of Rio-related news from Norfolk and Suffolk.
Meanwhile, go online to take part in our special Brazil Goals Predictor League – with the chance of winning an I-Pad Air.
If you have a World Cup-related story email andrew.fitchett@archant.co.uk
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