UK retailers are joining England soccer fans in hopes there will be a long successful run in the 2010 World Cup. England has made the round of 16 so far and will face Germany in a tough match this weekend. A good showing into later stages of the tournament could mean higher revenues and be particularly important for a country still recovering from a damaging economic recession. The country has also just recently elected a new government invariably bringing with it uncertainty into the days ahead.

Analysts have pulled back from being optimistic because the May election did not deliver a clear majority. Additionally, this new government faces a ballooning deficit and slow growth.

So companies can use any help they get from a good showing in the World Cup. The (BRC) or British Retail Consortium has estimated the last World Cup produced £1.25 billion in retail sales with similar numbers anticipated for 2010. Obviously this figure will be greater as England progresses further.

UK bookmakers have predicted that Brazil will win the tournament, followed by Spain and then England. Supermarkets like Asda and Tesco, sports retailer JJB Sports, and broadcaster ITV are all betting on the team making it through the final tough pairings.

The company which has the most to gain by an England World Cup victory is the supermarket chain Tesco, which just last week became the official supplier to the England team.

According to Greg Hodge, director of research at Planet Retail, a £500 million boost would be realized to the economy if England was to reach the final against just reaching the quarter finals.

Wal Mart could be the biggest to gain, according to Hodge, due to their exclusive partnership on a wide variety of merchandise. As far as soccer related merchandise goes, retailers JJB Sports and Sports Direct are hoping the team has a long stay in the tournament. There also will be a benefit for electrical retailers, as many consumers purchase new TV’s to watch popular sporting events like the Super Bowl and the World Cup.

Advertising dollars will be flowing as well. Media firms like TV broadcasting companies will benefit, due to the large number of advertisers trying to go after the hard to reach young male demographic. Newspapers will not be left out either. Increased advertising dollars spent as well as bigger circulation will amount to a more successful bottom line for the year and an optimistic look towards World Cup 2014.