THE Prime Minister - as well as hundreds of thousands of North-Easterners - will be in front of a television at 7.30am today to cheer on our World Cup heroes.

Across the nation about 30m are expected to tune in to the big match against Brazil as, once again, workplaces, schools and pubs make special arrangements.

Tony Blair will be in Seville for a summit but has said he will not miss a single kick and all the evidence suggests the North-East will grind to a halt.

A spokesman for the North-East CBI downplayed suggestions that the World Cup is seriously damaging the region's economy. He said: "It's impossible to put a figure on how many people will take the day off but we have reams of anecdotal evidence that people make the time up later and, in any case, most firms have special arrangements."

The AA were expecting the roads to be clear even after the match finishes at 9.15am. "There was no mini-rush hour in the North-East after the last game and we expect it to be even quieter this time, with thousands taking the whole day off," said a spokesman.

One group of workers were vowing NOT to watch the big game. Despite drafting in extra workers, staff at AA Flags factory in Consett have been working overtime every day in order to meet demand for St George's Cross banners. "The girls are all saying, 'there's no way we're watching the match, we're knackered!,'" said owner Mandy Scott. "They're sick of the sight of the St George's Cross as well. We've made thousands and we've even managed to sell a few Brazilian flags."

Supermarkets in the region were reporting large sales in beer and wine and breakfast food.

"It was unbelievable today," said Joyce Clarke, of Asda in Stanley, County Durham. "Everyone was getting stocked up for the big game and we had to get extra staff on the checkouts."

Schools across the region have made special arrangements on the day. St Francis Xavier School in Richmond has brought in a big screen and children at Delves Lane Junior School at Delves Lane, near Consett will be getting dressed up at a special breakfast club. Lessons at Hummersknot School in Darlington have been rearranged.

Nissan at Washington will once again have big screens dotted across the car factory and hundreds are expected to watch the game at a big screen at the Gala Theatre in Durham City with pubs and clubs expecting to be packed out.

Even prisoners at Durham Jail will have the chance to watch the game from half time