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Men’s UEFA EURO 2024 set to inject £2.75 billon into retail and hospitality sectors

With the first game kicking off on Friday 14 June, a new report has revealed that retailers and hospitality venues are set to make £2.75 billion during the Men’s UEFA Euro 2024 campaign.

The Men’s UEFA Euro 2024 Spending Report from savings site, highlights that 35.4 million supporters are expected to tune into the tournament at home, bars, pubs and restaurants.

Of the total viewers, 30.7 million consumers will be watching at least one match from the comfort of their own home.

UK retailers can expect to welcome 23.6 million shoppers through their doors, resulting in sales of £2.1 billion. This marks a £0.5 billion, or 31% increase on the 2022 World Cup. Spending on food and drink for celebrations is expected to account for £1.4 billion of total sales, with many fans opting to watch at least one match at home, or at someone else’s home.

As fans look to make the most of the favourable kick off times and summer weather, retailers can expect 4.2 million people to spend a hefty £70.8 million on garden cooking products such as pizza ovens, BBQs and BBQ accessories and utensils.

In preparation for the games, retailers are also expected to make £288.6 million on electricals, such as TVs, £238.1 million on sportswear and £96.2 million on merchandise.

As the stage with the most matches, retail spend is set to peak during the Group Stages (14-26 June), with fans set to spend £1.14 billion.

“With many fans opting to watch the games at home or someone else’s home, retailers can expect a busy period in the run up to and during the tournament as fans look to stock up their kitchens with watch party essentials this summer,” commented Michael Brandy, senior commercial director at “As many try to enjoy the sunny weather, we’ll expect to see a significant rise in summer BBQs resulting in a spike in sales for garden cooking products and garden furniture, with fans bringing their usual garden spending forward ready for the tournament.”

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