Kevin D. Tennent from the University of York discusses the business and organisation of the 1966 World Cup: how the project was managed and financed by the Football Association and the Wilson government, and its monetisation, including the first World Cup Mascot, World Cup Willie, as well as Sheffield’s role in hosting matches locally. This was a very topical talk given that our meeting on 26 July 2022 coincided with England playing in the Women’s Euros at Bramall Lane.