A bumper summer of sport started on Friday, with the first UEFA Euro 2024 match, as host country Germany took on Scotland. The England team made their debut on Sunday, which also happened to be Father’s Day.  

According to a report from savings website Voucher Codes, which uses Global Data figures, the late England kick-off of 8pm estimated around 13.6 million people would watch from home.

The Men’s UEFA Euro 2024 Spending Report said a significant proportion of the “highly-anticipated economic boost” will come from retail spending, with an estimated £2.1 billion predicted to be spent over the course of the tournament – and £1.4 billion expected to come from food and drink.  

Looking back to previous tournaments and Budweiser Brewing Group noted that Euro 2020 witnessed an 18.2% surge in beer category sales (excluding the Covid uplift), drawing in an additional 1.4 million shoppers.

“At home remains the biggest occasion for viewers watching sports, with 70% of consumers intending to enjoy football tournaments with family and friends from the comfort of their homes,” a statement from the brewer said ahead of Euro 2024. “There is also a clear correlation between the longer the England team remains in a football tournament and beer sales.”


Both brands and retailers are getting behind the event, with promotional activity and seasonal launches.

Bestway Wholesale has launched a Euros campaign across its nationwide depots and online.

Retailers can take advantage of deals and promotions from a range of suppliers. Bestway said the Cricket World Cup campaign last year saw an 87% volumes uplift across featured products.

Kenton Burchell, trading director for Bestway Wholesale and retail, said: “We’ve tailored top deals for the biggest tournament of the year as a thank you to our customers and to help them optimise their margin and profit.

“We’ve devoted a significant sum to prizes and promotions to help retailers enjoy an even more profitable trading over this period and boost supplier visibility at the same time.”

Meanwhile, cider brand Kopparberg is also getting in on the football action, with a UPF40 (Ultraviolet Protection Factor) football shirt, designed by Neverland.

The Kopparberg shirt will be given out to people watching the football in selected venues, as well as via social media competitions.

Shortly after the Euros finish, the summer of sport continues with the Olympics and Paralympics in Paris.