They flutter on cars and vans, are draped from the windows of homes and pubs, and flag bunting bedecks the streets.

Even David Cameron has announced the red-and-white St George's cross is to fly above Downing Street for the duration of the World Cup.

Chris Deegan, of Turtle and Pearce - one of the UK's oldest flag manufacturers - has noticed a big upsurge in demand for St George flags, mainly from companies who want to fly the national colours over their corporate HQs. Among recent orders are flags for the Ritz and Claridges hotels.

Chris Deegan, of Turtle and Pearce - one of the UK's oldest flag manufacturers - has noticed a big upsurge in demand for St George flags, mainly from companies who want to fly the national colours over their corporate HQs. Among recent orders are flags for the Ritz and Claridges hotels.

While the twin-packs of flags for car windows are imported "by the container load" from China, his George flags are made from Admiralty-approved cloth and individually sewn from seven separate pieces - and are priced accordingly.

Among those splashing out hundreds is James Yeoman, landlord of the Willow Tree in Winchester, who has draped a floor-to-ceiling St George's flag over the pub entrance, with a slit in the middle for customers to walk though. It will stay in place until England is out of the World Cup.

"It's always good to show your support for England - we just wanted to be bigger and better," says Mr Yeoman.

Whatever the size, the sentiments remain the same, says Chris Deegan. "It's about showing which team you support, and also a statement of national pride."