How the World Cup Will Affect U.K. Retail

It is billed as a business bonanza. Over the next few weeks, England football fans will splash out with wild abandon, buying everything from replica shirts to World Cup-themed pizzas and cases of beer as they follow their team's progress in South Africa. The tournament is traditionally seen as providing a massive boost to UK Plc – but for retailers, publicans and even gambling companies, is the game anything more than zero sum?

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