Winning World Cup TV deals
Top retailers are locked in a pitched battle for football fans’ custom

Television retailers and manufacturers have started a price war to attract buyers ahead of the World Cup next month.

Sharp, Sony and Toshiba and the high street chain Currys are offering cashback deals ahead of the kick-off on June 11 — in some cases promising to pay the full price of a new TV if England win.

Also, the service providers Virgin, BT and Top Up TV are jostling to take advantage of a ruling by Ofcom, the regulator, requiring Sky to sell its sports packages at lower prices to rivals. This promises cheaper bills for customers from the start of the Premier League season in August, even if you sign up today.

The British Retail Consortium (BRC) estimates British consumers spent £1 billion on TVs and other electronic equipment in the run-up to the 2006 World Cup. Richard Dodd, of the consortium, said: “There is uncertainty about what will happen in the wake of the election on jobs, taxes and public spending. Retailers are finding they have to keep offering discounts to attract people.”

The last World Cup coincided with plasma and flatscreen TVs becoming affordable. This time, 3D and LED TVs — flatter than LCD flatscreens — are being used to lure buyers. Last week, Comet’s website was advertising a 50in Samsung 3D TV for just under £1,600. John Lewis was selling a 40in Samsung 3D TV for £1,800.

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