Battle for Wallets During Euro 2016

With only a few days to go to the start of Euro 2016 households and football fans across the country are getting ‘tournament ready’. Kids and adults are out buying the latest jersey for game day while stocks of food and drink are being compiled for Euro 2016 parties. We've been busy behind the scenes working with our friends at livewire on the sports marketing involved in the Euro 2016. In this latest post we’re going to look at the categories that Irish people and the fan cohorts below will spend on and how much they will spend on each over the course of the tournament. 

Not surprisingly food and drink (43%) is the category that comes out on top for which people say that they will spend more on over the course of the tournament.  Alcohol comes second with 34% of those who will watch the tournament saying that they will spend more on alcohol in the coming weeks. With an increasing focus on gambling in sport at the moment 17% of those who will watch the tournament will spend more on gambling over the course of the tournament. 

Unsurprisingly Die Hard Fans are the fans that say that they're going to spend more across all of the chosen categories. On the contrary Casual Fans are going to be the most frugal across these categories with 44% saying that they will spend on none of the above categories. 

When we look at how much people will spend in each category it’s no surprise to see that the traditionally higher spend categories such as travel and technology come out on top. However tournament and Irish team sponsors Carlsberg will be happy to see that Irish people say that they will spend nearly €130 more over the course of the tournament on alcohol. Another sponsor who has caught traction through its ‘Team of Gary Breens’ campaign is Spar and the retailer will be hoping that consumers will direct some of the extra €123 that they will spend over the course of the tournament to their stores. 

Nevertheless with the uplift in consumer sentiment on the back of the tournament all retailers and brands will be seeking to take advantage of the good spirits brought about by the tournament.