WORLD Cup fever is gripping the nation. Red and white flags, bikinis, shorts and T-shirts are lining the shelves of every store in England (and possibly further afield) and new TVs are being purchased to capture the 64 games in high definition, fullcolour 3D, or whatever it is.

Yes, I’ve been lobbied on the benefits of a new flat-screen 50in high-definition television set with freeze frame capability.

I’ve even been informed that you can get World Cup-themed Playboy boxer shorts, but I don’t think I’ll be getting any of those.

World Cup shopping fever is certainly a welcome boost to the economy, and I’ve not seen so many men shopping on their own since Christmas Eve.

Football certainly is a big talking point for many people at the moment and, at the North East Chamber of Commerce (NECC), we didn’t want to miss an opportunity to support the region’s businesses and raise the profile of just some of the companies that are exporting in the north.

The NECC has launched its Go Global World Cup charity sweep stake in which 32 companies have selected a country that they have links with (or are hoping to deal with) and will support that team throughout the competition. The company supporting the winning team will then donate a cash prize to a charity of its choice after the final match.

The Go Global campaign highlights the variety of trade and countries that the NECC is involved with through its members.

I can’t think of a better way to spend the eve of the World Cup than with guest speakers ITV’s Pam Royle, Damian Hughes and voice of the Boro – Alastair Brownlee – forming the line-up of guest speakers at the NECC Tees annual dinner on Thursday.

Middlesbrough Town Hall is the host venue and the keynote speaker is Damian Hughes, founder of the Liquid Thinker Company and author of three best-selling books.

Damian has worked as a coach at Manchester United and is a former England schoolboy footballer, so he will have plenty of stories to relay – especially from his days working with Sir Alex Ferguson.

So, with more than 250 guests attending, I am sure it will be an entertaining evening – and a great kick-off for the 2010 World Cup.

■ Joanne Fryett is NECC head of member relations.