CHEERING on England in the World Cup could cost a Worcestershire shop owner dear if Sven's men clinch the championship.

Sean Kerr has been selling the flag of St George for £9.95 and has promised customers that if England win the cup he will give them twice their money back.

"If I sell 50,000 flags I stand to lose £1m," said Mr Kerr, who owns the Army Surplus and Adventure store in Kington, near Inkberrow.

But the 29-year-old, who has just sold his 1,000th flag, insists he wants England to go all the way.

The idea was first put forward around two months ago.

"It was masterminded by the manager of my shop, David Stokes," said Mr Kerr, a father-of-two.

"We started this up before some of the players got injuries.

"We've advertised it on our internet site and people think it's a great idea.

"People underestimate England. I think they've got a chance of winning."

The shop sells a variety of army surplus clothing, boots, ballbearing guns and camping equipment.

"I'm not a massive fan of football but I am an England fan," added Mr Kerr, of Catshill, Bromsgrove.

"I'll be cheering them on all the way."

The first England game takes place against Sweden on Sunday, June 2.