With the World Cup kicking off in Russia this afternoon it's estimated fifty per-cent of people watching a game in East Anglia will go to a pub.
Economists say it's likely to bring a much needed financial boost to local pubs.
A survey by Suffolk based Greene King shows the most popular games to watch in a pub will be those in which England is playing. The next most popular games will be the final and weekend matches.
Police forces in the east say they will be cracking down on people who drink and drive during the tournament.
In Cambridgeshire designated drivers are being offered free soft drinks from some of Cambridgeshire's pubs as part of a campaign by the Cambridgeshire and Peterborough Road Safety Partnership.
Meanwhile police in Norfolk and Suffolk say there will be an increased police presence during key matches in town centres throughout the county to minimise the risk of any alcohol-related disorder. Officers will be visiting licensed premises in Suffolk to reinforce expectations around behaviour and the responsibilities of the licensee.