Thirsty work...Italy star Andrea Pirlo takes a drink. Photo: ReutersEngland’s elimination from the World Cup was bad news for bar owners, who now hope Italy will stay the course as they face Uruguay tonight. Bosses like Victor Camilleri and Matthew Pace, who are avid England supporters, will be hoping their rival team does business a favour and wins.
Italy will need at least a draw against the South Americans to qualify for the second round after a shock defeat against Central American minnows Costa Rica left their qualification in the balance.
Italy’s defeat automatically knocked out England, who lost both their first two matches leaving supporters and bar owners heartbroken.
“England’s elimination was a big blow for business and, although for an England supporter like myself it is not good that Italy qualify, it is important for business that they continue progressing,” said Mr Camilleri who owns Ċaċċu Social Club in Qormi.
England fans come for the beer and want a fun night
He noted that on any night, England supporters generated triple the business of Italy fans.
England’s failure to get out of the group stages of the World Cup will cost the UK economy at least €375 million, due to forgone sales of food and drinks, replica England football kit and lower rates for television advertising during matches, according to The Sunday Times of London.
On a much smaller scale, the phenomenon appears to be reflected in Malta. Mr Pace, owner of 47 Summer Nights in Marsascala, pins it down to cultural habits.
“England supporters come for the beer and want a fun night out as do Germany supporters, unlike the mellower mood generated by Italy supporters,” Mr Pace mused.
But for business the best scenario would have been an England v Italy final, he added.
“Ideally, the final would then be postponed by a week because of severe weather, giving us an additional boost.”
He then half-heartedly admitted it was important for business that Italy moved on to the next round.
For Carl Vassallo, who owns The Dubliner in St Julian’s, whether Italy moved on to the next stage was almost irrelevant. “For some reason or another Maltese supporters of the Italian squad spend much less than their England counterparts so Italy’s elimination will have no impact on us,” he said.
Although pub patrons are not expected to abandon their favourite haunt, Mr Vassallo admitted some business will be lost as a result of England’s early exit.
“But we’re used to it by now and England may one day win the World Cup if we get a German manager,” he said. Of English descent, he insisted, his was a “realistic” observation not a negative assessment.
Alex Cutajar, owner of Square Bar in Mellieħa, will be hoping Italy qualify for the next round, not just because it means good business, but also because he supports the team. Mr Cutajar’s clientele is mostly an Azzurri fan base but he acknowledged England’s elimination was bad for everyone because it also killed the rivalry with Italy fans.
“When England play, I not only get England fans here but also Italian supporters, eager to see their rival team lose. This is all over now,” he said.
Bar owners will have their eyes glued to the TV at 6pm tonight hoping the men in blue do their businesses a favour. Whether Pirlo and company will oblige is another matter.