As with any major sporting occasion, the UEFA Euros 2016 will have winners and losers – in football, but also in retail. Prior to next month’s kick-off, we’ve looked back to the 2012 competition to forecast what impact the tournament will have on European retail footfall this summer.
Once again, retailers and shopping centres are banking on a pre-tournament frenzy, as fans stock up on merchandise, food, and drink. Analysts are forecasting £3bn will be spent in the UK’s pubs, supermarkets, and sports shops, as the British Isles will be represented by four teams for the first time since 1958.
Additionally, key sponsor Puma is expecting a profit increase of up to 9% globally ahead of kick-off. However, looking across the continent, will this surge in activity last when the tournament gets underway?
Let’s take a trip back down memory lane and consider what happened last time. What can retailers and shopping centres learn?
One thing ….