Analysis of the Euro Effect

The excitement of the Euros has dissipated for football fans but at the end of the day, it’s all about the results… till results! Did UK convenience stores stick it in the netted shopping bag?

The effect of the England v Denmark semi-final match boosted mid-week alcohol sales by 40% compared to the previous week (where there were no home nation matches played).  Beer rose most, followed by RTDs (Ready-To-Drinks).

The Euros final England v Italy saw an even bigger rise compared to the same day the previous week. This time RTDs rose most, but all other categories within alcohol rose more than during the semi-final.

Some alcohol brands ran specific campaigns to accompany the tournament:

• Heineken ran the ‘Enjoy the Rivalry’ campaign across TV, digital and outdoor platforms, as well as rolling out limited edition bottles featuring the flags of different qualifying teams
• Tennent’s Lager launched an on-pack competition to celebrate the summer of football and its renewed partnership with the Scottish FA

With supporters looking to show their affiliation, there were other categories that benefitted. We looked at sales for the weeks of the tournament compared to those same weeks last year:

• Clothing sales increased by 36% (shirts, caps, hats, scarves for both England and Scotland supporters)
• Chocolate confectionery was up 11%
• Sugar confectionery rose 18%
• Soft Drinks grew 8%
• Snacks increased by 12%
• Football sales surged by 105%
• Flowers were up 28% (keeping the non-football fans in the household appeased?!)

Campaigns with football-related branding within other categories included:

• Snickers supporting its sponsorship of both England and Scotland’s teams
• Mars Wrigley had an on-pack competition offering shoppers the chance to win football prizes across packs of Mars, Revels, M&M’s, Galaxy Minstrels, Maltesers, Twix, Galaxy Ripple, Snickers, Starburst and Skittles
• Pringles brought back two ‘football favourite’ flavours – Doner Kebab and Pulled Pork Burger – Instagram videos feature football freestyler Lia Lewis showing off her skills with an empty Pringles tube
• Coca-Cola also had on-pack promotions
  • ‘Win A Ball, Give A Ball’ gave consumers a chance to win a UEFA Euro 2020 football and the opportunity to donate a ball to a chosen region
  • ‘Scan. Enter. Win’ offers prizes including UEFA Euro 2020 fan kit, TVs, Just Eat vouchers
  • Advert featuring Harry Kane with a number to call to receive an individual voice message

International events clearly raise the sales in categories related to enjoying the event – drinks, supporters clothing and branded items.

The delayed 2020 Olympics begins on 21st July and continues through to the 8th August