In the context of England's exit from the European Championship --
The British Retail Consortium (BRC) estimates that World Cup 2006 boosted coffers by about £1.25bn through extra sales of food and drink, and products such as flat-screen televisions, replica shirts and flags.
The BRC predicts that the boost from Euro 2008 will only be half as much as the World Cup because the home nations are not involved.
"There is a diverse range of nationalities in Britain, so there will still be people supporting countries involved," said Richard Dodd from the BRC.
i.e. the country now has so many people who are from other countries that there'll still be lots of interest in the tournament even with the national team not involved.