Methods being used to rake in the bucks

Rasbert Turner, STAR Writer

A number of businesses have made preparations to capitalise on the World Cup fever expected to grip the country for the next month.

The FIFA World Cup, taking place in South Africa, began yesterday and will last until July 11. And, true to form, Jamaican businesses are looking to cash in on the event although Jamaica is not involved in the competition and South Africa is thousands of miles away.

"Yes, the World Cup prices are different from the normal everyday price. People come and watch television coverage so there must be an addition to the original cost," a bar proprietor in Portmore said.

His words proved to be true as persons purchasing drinks were asked to pay between $10 to $30 extra for each beverage. A Guinness moved from $160 to $180 and that set the trend for other beverages normally consumed during a sporting event.

"Bwoy mi nuh matter how much extra mi affi pay. As long as the match dem a play mi affi deh ya fi watch it until mi go home," said one customer, Markland, while watching the South Africa versus Mexico encounter.

Several other businesses also used the football to ease the economic pinch. In several food stores in New Kingston patrons ordered and sat for the duration of the Uruguay versus France match. And, many locations were eager to show off their flat screen TVs in a bid to lure customers.

By all means, it seems they succeeded. One girl did not mind purchasing an additional meal as she watched the match.

"I came in for lunch and the match started and so I decided to watch it. When the match was at half time I got hungry again so I bought another meal," she said.

In Half-Way Tree, men crowded around any stall with a television and some even used the opportunity to purchase beverages as they cheered on mainly South Africa in the morning and France in the second match of the day.

"Bwoy a Mexico mi ting deh. If Mexico win and go far Jamaica have better chance fi qualify fi di next World Cup. Mi love South Africa yes cause a black people ting. But, a Mexico mi waan win," he said as other persons around the stall heckled him.

Business owners are not the only persons smiling about the staging of the World Cup, as THE STAR also observed patrons wagering on their favourite teams in the competition.

In Portmore, at the same watering hole where the owner had added his 'World Cup price', several patrons did not mind losing their money.

"Yeah is a gran mi bet pon the France/Uruguay match still as the thing sticky where money is concerned still," a patron said while downing a cold Guinness.

At the end of the day, whichever team wins the World Cup will probably not matter as much as the money business owners hope they can gain from the football festival.