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Whether England win or lose, business owners are feeling the effects of the side's performance in the World Cup.
Roy Hodgson's men face a do or die clash against Uruguay in Sao Paulo tonight with the game a must-win if they are to progress out of their group.
Thousands of people around Kent will be tuning in to the match to see Steven Gerrard and co take on the formidable attacking force of Luiz Suarez - and many will flock to their nearest boozer to soak up the atmosphere with fellow fans.
The Middle Ei8ht pub in Gravesend was packed for England's opening game when the Three Lions lost 2-1 to Italy and owner Liam Jackson is hoping for more of the same.
He explained the match could have attracted "the wrong sort of crowd", with lots of people drinking from early in the evening, but luckily everyone was well behaved.
Mr Jackson, 27, said: "I'm hoping that because of the night we had on Saturday, where even though we weren't rammed it was still a really good atmosphere and everyone seemed to have a good time, people will say 'it was a really great atmosphere and there wasn't any trouble, so lets go down the Middle Ei8ht'.
"I'm hoping it will be quite busy to be honest."
The publican explained the venue has attracted fans for some of the other big matches, but winning performances from England are the key to a full cash register during the tournament.
He said: "As long as England stay in, I hope the busy trade will continue.
"But having been in the pub trade a long time - if England go out, it tends to dwindle and die a bit but it all banks on the boys really."
While pubs and bars around the county are praying England's samba experience continues, one business cannot wait for the World Cup to finish.
Donna Docherty is the owner of Hangover Delivery Angels, a firm based in Rochester that travels around Medway, Maidstone and Gravesend - delivering people whatever they need to beat a hangover.
The 40-year-old said football is leaving her profits at a loss rather than a win.
She said: "It's definitely having an effect because normally we have quite a few orders in the evenings, but since the World Cup has started it seems to have been a lot quieter.
"We're still getting the deliveries and giving out the hangover cures on Saturday and Sundays, which has always been busy since we started, but it seems to have definitely affected during the week.
"I feel that maybe people are having pub food and barbecues because they want to watch the football."
England's match is an 8pm kick-off and - win or lose - people are bound to enjoy a drink with the game.
Despite this, Miss Docherty is not expecting many call-outs to places of work for those craving a pick-me-up tomorrow morning.
She said: "Obviously, with it being a working day the next day a lot of people might not decide to drink on a school night. I'm quite open minded about it because I haven't traded through a World Cup before."
While many people would have watched matches in Kent without incident, police are concerned poor performances in the World Cup can lead to violence in the home.
Officers responded to an extra 21 cases of domestic violence during the weekend of England's first game on June 14 and 15.
Historically, cases of these nature increase by 10% during tournaments.
DCI Andy Pritchard said: "Football doesn't cause domestic abuse, but it can certainly be a factor that can compound it within certain relationships. There are other factors such as alcohol that can be aggravating factors.
"We predicted that there would be an increase in domestic incidents during the tournament and we want people to report these incidents to us, and to be confident about doing so.
"Domestic abuse is historically an under-reported crime, but there is a huge amount of support available for men and women who have found themselves in an abusive relationship and they should be reassured that help is available if you are a victim."
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