England are there. A World Cup is still a major event without the Three Lions but trade takes a hit like the man in the wall who a receives free kick rocket to the bread basket.

I am so excited I can barely contain myself.


I haven't felt this way for about four years now – this 'sickness' I suffer has come and gone since about 1986.

It's only the bloody World Cup!

And even though expectations are low (but inevitably building) this is one to savour.

There is something likeable about this England team. We know they won't win it but you get the impressions they care and are going to give it a right good go, and you can't ask for much more than that.


Plus Roy is so much more endearing than Fabio or Sven.

But it isn't just England. It's the whole carnival in Brazil. This should be the greatest World Cup for decades. Football is back in its spiritual home and the finest talents the game can muster will all be there (well, most of them anyway).


It goes without saying that these four weeks are of vital importance to the pub trade - and everything is in place for the tournament to be a success for the trade.


For a start England are there. A World Cup is still a major event without the Three Lions but trade takes a hit like the man in the wall who a receives free kick rocket to the bread basket.


Secondly the timings are right too. Kick offs generally range from 5pm to 11pm, which is of course prime pub time.


The government has even been supportive of the trade by allowing all pubs to open for the duration of England games, no matter what it says on their licence. Extending this to Wales is an eminently sensible move as it allows more sports fans to catch the action, whether they want Roy's Boys to succeed or fail.


The mood of the nation is also on the up. Confidence is creeping back after years of financial woes. We were in the throes of it at the disappointing World Cup in South Africa but now there is light and people are spending again.


The rest is down to fate and whether England can get the results they need to progress to the last 16 and beyond.


I for one am going to break with a tradition of my own, that being avoiding the pub on match days. I love football and I adore pubs but when it comes to the World Cup the two have not always made the perfect marriage for me.


I need to hear the commentary, I need to know that I can see the screen, get a drink, and I also like the safety blanket of my own safety blanket to hide behind.


But standards have improved so much at pubs in the intervening four years since our dismal defeat to the Germans that I am going to venture out to watch England. Audio Visual equipment has improved and many pubs now ensure that customers are better looked after, rather than just cramming as many people in as possible and putting the volume up on the small screen in the corner.


I can not wait. Thank the footballing Gods that it all starts tomorrow.

We at Inapub have also developed a new app so customers can find out where to watch the game locally. You can find out more on Corner here - https://play.google.com/store/apps/details?id=uk.co.inapub.corner.pubs.find


That app could come in handy on June 24. I'm due to be on a pub tour in Glasgow when England take on Costa Rica in what is almost undoubtedly going to be a crucial encounter.


Now that should be a pub experience worth remembering...