SFI has announced a sharp rise in bar turnover, which it directly attributes to the World Cup.

Reporting incremental sales of almost three quarters of a million pounds in the first week of the tournament the group says it spent six months planning its World Cup activity.

The company has formed World Cup partnerships with Capital Radio and Budweiser and promotional activity has included Football Forums - allowing listeners to put questions to football pundits, as well as the chance to win one of nine pairs of tickets to Japan.

Companies have hired bars to watch certain matches, with additional takeaway sales to local offices.

Andrew Latham, SFI chief executive, says both the Jubilee and World Cup have created a general euphoria: 'Meticulous planning and detailed promotional activity have been key drivers of our results and we are confident that future games will lead to further gains.'

By the year-end SFI's Slug and Lettuce and Litten Tree brands will be approaching 60 outlets. The group operates 186 outlets throughout the UK including Bar Med. Details: www.sfigroup.co.uk