The fervour surrounding the ongoing Euros has significantly stimulated the British economy, contributing an impressive £3.1 billion. Anticipation is particularly high for the final match on Sunday, where England faces Spain.
An estimated £405 million is expected to be spent in pubs and supermarkets alone, as over 17 million people are projected to watch the match in public venues. Fans are likely to spend £70.5 million on drinks and £54.3 million on food. Retailers are forecasted to benefit from a £280.1 million boost, largely from sales of last-minute snacks and drinks, according to research by GlobalData Retail.
Tesco, for example, expects to sell over one million pizzas and 180,000 packs of burgers between Friday and Sunday. In addition, four million packs of beer and cider are expected to be sold. Kris Hamer, director of insight at the British Retail Consortium, noted, ‘After success against the Netherlands, we expect more people across England to tune into Sunday’s finals, leading to increased spending on snacks and drinks, and potentially an uptick in TV sales as households try to watch the big game on even bigger screens.’
UKHospitality has observed that pubs and bars could see a 50% sales boost on match day, supported by GlobalData’s figures. Kate Nicholls, chief executive of UKHospitality, stated, ‘Pubs will be packed to the rafters with fans cheering on the Three Lions, creating an atmosphere that rivals being at the game in Berlin.’ Landlords are preparing to serve an additional 10 million pints in anticipation of the match.
In response to the high demand, British Airways has added extra flights to Berlin, following a 1,000% increase in searches for the route after England’s semi-final victory. Larger aircraft are also being deployed to accommodate the surge of fans travelling to the German capital. The buzz for the final is expected to disrupt regular business operations on the following Monday, given that the match kicks off at 8 PM on Sunday. The Chartered Institute of Personnel Development (CIPD) has advised employers to be flexible with their staff the day after the match, allowing those who may prefer to work from home.
The Euros have not only ignited national pride but also provided a substantial boost to the British economy. As England faces Spain in the final, the economic benefits from increased consumer spending are expected to be significant.
