Official England kit supplier Umbro has reported a massive leap in profits after selling record numbers of England's away kit.
Sales of the red jersey, infamous after England's 1966 World Cup victory against Germany, helped Umbro's revenue in the last six months shoot up 41 per cent higher than last year's sales to an unprecedented £247 million.
That figure is 26 per cent higher than 2004's equivalent figures, when England lost out to Portugal in the quarter-finals of the European Championships.
"We are pleased with Umbro's performance to date," the firm's chief executive, Peter McGuigan, said.
"The World Cup has given the brand unparalleled exposure and we look forward to capitalising on that with the introduction of new product ranges and initiatives in the coming months, we remain confident about the future."
The World Cup's impact on the rest of Britain's retail sector has been less dramatic, although it is widely acknowledged that the tournament has had a net positive effect.
A recent survey carried out by research analyst Mintel found that 30 per cent of UK residents bought an England flag while six per cent purchased a flat-screen TV in order to enhance their armchair spectator experience.
The same survey found that 17 per cent bought England-related clothing a figure that appears to be vindicated by the extraordinary rise in sales of England's away kit reported by Umbro today.