1. ITV Report

World Cup will be good for the economy in the east

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.

Fans watching the World Cup in 2014 Credit: ITV Anglia

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.

Police warn motorists not to drink and drive Credit: ITV Anglia

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.

"Any amount of alcohol affects your ability to drive so we are asking people to do one or the other. We advise if you're drinking, even just one, don't drive and arrange an alternative way of getting home. To support designated drivers throughout the World Cup, when pubs and bars are likely to be busier, we will be promoting the 'I'm DES' campaign across Peterborough, Huntingdonshire and Cambridge which allows unlimited draught soft drinks for designated drivers."

– PC Jon Morris
Police are making posters available for anyone who wants them. Credit: Suffolk Police

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.

"We encourage everyone to enjoy the World Cup, but want to remind people to be considerate and tolerant of others.

If you go out to watch the matches we want you to have a good night out and make sure you stick with your friends.

Excessive drinking leading to anti-social behaviour can have very damaging consequences for those concerned, and sometimes for their families.

Suffolk and Norfolk has specific policing plans in place. Officers will deal robustly with any issues, but we hope there will not be a need to do so.

However, residents are encouraged to report incidents of anti-social behaviour and be assured these will be investigated.

People need to take responsibility for themselves and their friends. Make sure you plan ahead, if you’re going to watch a match at a pub pre-book safe transport home and do not accept lifts from strangers.”

– Chief Inspector Kris Barnard