The success of Euro 2024 in harnessing community spirit

Sunday’s Euro 2024 final between England and Spain may have ended in disappointment for English football fans, the players, and of course the now-former-manager Gareth Southgate. But for the UK's retail and hospitality sectors the event looks to have brought a much-needed boost.

Despite seven million fewer viewers than the 2021 final, with 15 million tuning in across BBC One and ITV[1], consumers instead took to their local pubs and bars to celebrate the achievement of reaching yet another major final. When it comes to major sporting events, perhaps this signifies a shift away from ‘Big Nights In’ back to the ‘Big Nights Out’ that hospitality venues were accustomed to pre-Covid.

Over the weekend of 13th – 14th July, footfall in UK high streets surged, showing a promising increase of 9% on average. Saturday, which coincided with Wimbledon’s Women’s Singles Final, saw a particularly notable rise of 10.6% compared to the previous week, and Sunday followed suit with a 7.3% increase. Even compared to last year, footfall on high streets was up by 2.6% on Saturday and 5.3% on Sunday. Notably, this contrasts with retail parks and shopping centres, which saw declines of 9.4% and 5%, respectively[2].

With the government allowing establishments to stay open until 1am on Sunday, it’s estimated that this has given the sector a boost of over £120 million[3]. This spike in traffic back to local establishments, the cornerstones of our communities, underscores the potential for significant economic gains when tied to such major sporting events.

The hospitality sector, in particular, has reason to celebrate. These increases offer a reprieve from what has been a particularly challenging summer marked by less than favourable weather. For brands, this trend presents another valuable opportunity. Sporting events have a unique ability to draw people together, enhancing local economies and providing a platform for businesses to thrive.

Looking ahead, the upcoming Olympics on July 26th presents another opportunity for brands to capitalise on this increased consumer footfall. By aligning marketing efforts with major sporting events, businesses can tap into the heightened engagement and community spirit these occasions foster.

The start of this year’s Summer of Sport has demonstrated its power to drive retail and hospitality growth. With such a reignition of the nation’s pride, brands that leverage these events effectively can look forward to a promising outlook, bolstered by the continued interest and participation in large-scale sports events.

So, from the gloom of England’s national loss comes hope for the future. Here’s hoping that during Euro 2028, taking place across the UK, that these tournaments will continue to bring our communities together, boost local economies, and provide valuable opportunities for brands to connect with and engage their audiences in meaningful ways.

[1] https://www.mirror.co.uk/tv/tv-news/another-blow-england-team-euro-33248233

[2] ttps://www.insightdiy.co.uk/news/mri-euro-2024-final-boosts-uk-high-street-footfall/13932.htm

[3] https://www.thecaterer.com/news/pubs-saved-by-euros-2024-sales-boost#:~:text=Pubs%20'saved'%20by%20Euro%202024%20sales%20boost&text=Pubs%20across%20the%20UK%20received,out%20on%20the%20winning%20title.