Football Fever: How Euro 2024 is Driving Spending in the UK

A recent BRC survey found:

• 13% of us will be increasing our grocery, beer, wine and spirits spend
• 9% will be hosting or attending gatherings with friends and family to watch the matches
• 6% will buy a new TV or electronic device to keep up with the action.

According to Kris Hamer, BRC director of policy “British retailers could score a hat-trick” with groceries, electronics and official merchandise.

A separate VoucherCode and GlobalData study looked at the impact of Euro 2024 on the UK economy. The research found 35.4 million of us will watch the tournament from home, pubs and restaurants, with 30.7 million watching at least one game featuring the England team.

The report estimates Euro 2024 will add £2.75bn to the UK economy with increased spending on food and drink sales, electronics, souvenirs, garden cooking and more. Half of this will be on food and drink, £1.67bn.

In drinks terms, beer is the clear winner with 82 million pints expected to be consumed during the tournament. Wine and Aperol Spritzes will also be popular.

The tournament isn’t just boosting spending in the UK, it’s also in other European countries. GfK x NielsenIQ research found 110,000 extra TVs were sold in France this year due to the UEFA Euro and the Paris 2024 Olympics. Following Turkey’s qualification for the Euros, there has been a big increase in big-screen TV sales in the country.