England Euro 2008 exit to hit retailers

22 November, 2007

Off-licences and drinks makers have an extra reason to be disappointed with England’s failure to reach the European Championships next year.

England’s 3-2 loss at home to Croatia on Wednesday night, dumping them out of next summer’s Euro 2008 football tournament in Austria and Switzerland, means retailers and drinks producers are likely to miss out on an expected sales boom.

Retail sales, including food and drink, got a £1.25bn boost from the 2006 football world cup in Germany, said Richard Dodd at the British Retail Consortium.

“We expect this to be halved by England not being there next year,” he told Offlicencenews.com.

Shane Brennan, at the Association of Convenience Stores, said: “There will be a concern. International sporting events are an important opportunity for retailers.”

Beer sales soared during England’s unexpected success at the recent rugby world cup in France. Tesco saw like-for-like beer sales jump 30 per cent on October 12, the day of the France v England semi-final.

One glimmer of hope for next summer now remains for England football fans: the prospect of a home nations tournament. Prime minister Gordon Brown said on Thursday he supported the idea, but ultimately it will be up to the various national football associations to decide.




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