The 2018 World Cup is just around the corner and a new report suggests the UK economy could receive a £1.33bn boost from the tournament (make that £2.72bn if England make it through to the final – not sure how likely that will be, so we’ll stick with marketing predictions for now!)
The F&B sector looks set to cash in big, with £193m of revenue driven by consumers watching the matches on venue big screens. Food and drink spending for consumption at home will also see a sharp rise and consumers will be spending £37m sprucing up their gardens, ready to host BBQs for the big games. Of course, sales of sportswear will be booming throughout, as Brits are estimated to spend £264m on sportswear.
Interestingly though, this could prove to be a more challenging time for Leisure and Destination, as the above research shows, consumers will be looking for venues centred around World Cups broadcasts or making the most of their home. The L&D sector will need to consider how to remain a compelling alternative throughout the tournament by providing offerings that complement the World Cup celebrations or potentially, provide a haven away from the football fever – as always, audience insight will be key to brands making a success of this season!