World Cup fever has arrived, and anything with the red cross of England on it is selling fast. Woolworths is stocking more than 300 World Cup product lines and clearly expects every man, woman and child to stock up on England balloons, air fresheners and bottle openers.

Flag manufacturers said yesterday that demand was double that of four years ago in the build-up to the last tournament, in Japan and South Korea. By the time that England had crashed out of that competition at the feet of a young Brazilian called Ronaldinho, more than 30 million flags had been sold.

If a stronger team fulfils its potential this time and England reach the final on July 9, the whole country will be decked in red and white bunting. Fittingly for a multiracial squad managed by a Swede, that would represent a truly international windfall: most of the England flags on sale in this country are manufactured in China and Eastern Europe.

At the last World Cup, small businesses selling cheap imported flags easily outstripped the supermarkets. This time round Sainsbury’s is on track to sell more than 750,000 flags of St George, and Tesco expects to sell half a million of its Hong Kong-made flags.

One should not be surprised by this level of demand. Recent big football tournaments, the Rugby World Cup in 2003 and the victorious Ashes series last year have led to English sports fans embracing the St George’s cross as a mark of patriotism, according to Mark Perryman, of Englandfans, the official England supporters’ club. “You can’t divorce football from national identity now,” he said. The England football strip is effectively our national dress now.

It’s not a Beefeater’s outfit or a Morris dancer’s costume any more.”

But in 1966, the year of England’s only World Cup triumph, the official mascot, World Cup Willy, dressed in red, white and blue. As late as Italia 90 England supporters were still draping themselves in the Union Flag rather than the St George’s cross, Mr Perryman said.

The change came with the European Championships of 1996, which England hosted. “Three things happened: It was a relatively successful tournament for England; we played Scotland for the first time in 12 years; and everybody knew we were moving towards devolution. The flag became identified with that tournament. Since then it has become more and more popular.”

Even the Prime Minister has adopted it. Mr Blair’s spokesman confirmed yesterday: “We will fly the flag on match days due to the special nature of the occasion. It is not insensitive to support one of the home countries when it is in the World Cup. As the Prime Minister has said, he supports all home countries when they are in action.”

Tessa Jowell, the Secretary of State for Culture, Media and Sport, has attached two England flags to her ministerial Rover and David Cameron, the Leader of the Opposition, has fixed a “discreet” flag to his bicycle.

The Queen will not be following their example, however. A Buckingham Palace spokesperson said: “The Queen is queen of the United Kingdom, which is a very important symbolic role, and the only flag we fly is the Union Jack.”

Amid all the pomp and patriotism there are safety concerns. Tyne and Wear Fire Brigade has suggested that flags constitute a fire hazard, particularly in pubs, if they are not properly fire-proofed.

The RAC Foundation and the British Motorcyclists Federation have also issued a “flag flying charter”, advising motorists on how to secure their flags and ensure that they are not blocking their view of the road.

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