Businesses in Oxford could cash in on England’s bid for World Cup glory by raking in £10m during the tournament, which kicks off in South Africa today.

Shops, pubs and restaurants in the city are hoping for a post-recession boost during the month-long competition.

Fans are stocking up on beer, food and splashing out on new TVs to watch the matches.

Shops in the city centre alone would normally expect to take £60m during June and that figure doubles when retailers in the surrounding area are taken into account.

Keith Slater, former president of Oxford Chamber of Commerce, said the tournament was worth millions to the local economy.

He said: “The city centre alone will enjoy a £5m boost during the tournament, so will be looking to bring in £65m-plus.

“If you take into account the other shops, supermarkets and retail parks outside that central area then the figure will be about £130m as opposed to £120m. That is an increase of £10m.

“If England get to the final then the figure could increase again.”

He added: “It isn’t just people buying drink in pubs.

“Don’t ask me how England winning affects women who have no interest in football buying dresses, but it does.”

Mark Webb, a spokesman for Currys in Botley Road, said sales of large-screen TVs were up 140 per cent year-on-year in the week leading up to the World Cup.

He said: “The World Cup has really boosted sales, which are up 80 per cent on the last World Cup.”

Meanwhile, Kate Woodcock, assistant manager of Italian restaurant Ask, in George Street, said: “There will be more people out and about watching matches so I think the World Cup is bound to bring in more customers.”

Susi Golding, promoting Oxfordshire manager for Oxfordshire Economic Partnership, thought Mr Slater’s estimate of a £10m boost for Oxfordshire was accurate.

She said: “More people will be spending money in bars and restaurants and holding match parties at home, whether England are playing or not.

“Oxfordshire is a very multi-cultural county and lots of people will be supporting different teams.

“June is quite a high-spending month anyway because it is when the tourist season really gets under way in Oxford with lots of language school pupils coming here and lots of other visitors.”

Gary Hawkins and wife Lynne, who run the Bullnose pub in Blackbird Leys, are also hoping people flock to the pub to watch the games.

Mrs Hawkins said: “Obviously, we want to do good trade as does every business and the World Cup will help, but we are all about community spirit and this competition could bring people together, not just English people.”

England’s qualification for the World Cup has prompted business leaders to estimate that the whole country will benefit from a £1bn rise in spending.

Mr Slater added: “There were concerns with the cutbacks in public spending, but England getting a good run would have a massive benefit. All of a sudden people have confidence to spend.

“It is a trend that would have been helped by Oxford United getting promoted, and with the tourist season about to start.

“There is nothing more people like to do than shop and confidence in spending increases when there is a major sporting tournament in which England are involved in.”