1966 and all that? Time for another beer...

For someone who doesn't really watch the 'National Game', you know? Football? The next few weeks are going to be hell. I am already fed up with the World Cup... (Notice that it doesn't need to specify the sport, unlike cricket and rugby union, I guess because it is so important).

The major supermarkets reported through the news over the weekend that they were anticipating bumper sales and profits from the World Cup. How (I almost hear you ask), are they gonna do that? Well, the obvious one is beer... Oh yes! It will soon pass into law that no Englishman can talk about, (let alone watch), a game of football without a beer in his hand. Either at home or in some pub. But the marketeers are planning a real assault on your wallets and purses by plugging into the nation's pride. Look around you. How often do you see a St. Georges Cross at the minute? They are on newspapers, TV, crisp packets, soft drink cans, silly flags you can stick on your car, facebook profiles... Everywhere! You name it... it'll have red cross on a white background (romantically fluttering in the breeze), even toiletries! But not just on my deodourant can. I mean real toiletries... children's disposable nappies! Yep! Flags on nappies. It must be true because I saw it on TV.

We compete in World Cups all over the world. Every year. We recently won a World Cup in cricket... only the shortened form of the game but still a WORLD CUP! This team got to go to Downing Street and 'everything'... it was on the news.

Last Saturday Britain's rowers (yes, not strictly English but some are...), won six World Cup Gold Medals (amongst others). All from different events. Did you see that on the news over the weekend? Thought not... you can read about it here...

http://news.bbc.co.uk/sport1/hi/other_sports/rowing/default.stm

They are off to Munich for the next round... so stay tuned, but not to the news.

But with football it's different. It would appear, to anybody who didn't know that the tournament was yet to take place, that we had already won.

And this gave me food for thought... I hope En-ger-land really do go on and win the World Cup. For one thing it'll stop 'us' banging on about 44 'years of hurt' etc... But what if we actually do win it? What will it be like then? (Have you seen '28 Days later'?)

The 'man on the street', (generalising I know!) has already started planning where he'll be watching the 'beautiful game'. Tesco's are asking us to buy a bigger TV! Sky are offering free HD boxes! Economists have even estimated how much it is going to cost industry through 'sickies' and people watching online at work. John Barnes is even trying to make us buy Mars Bars by singing!

But if we actually win the thing? How many equivalent 'days work' will be lost then? What cost to industry if the dream comes true? So cheer away and with a bit of luck, should we need it in the event of a penalty shoot-out, we will triumph. World Champions again! But be warned. The morning (and following weeks!), after the night of the final will be so much worse than the six months we have had to put up with already. And that was before the first ball of the World Cup was even kicked...