Littlewoods' Sport-E site goes for Euro 2004 glory

Littlewoods-owned sports e-tailer Sport-E has relaunched its Web site to capitalise on the anticipated£1 billion Euro 2004 spending spree.

The e-tailer has set up a dedicated Euro 2004 zone at and is confident of hitting the back of the net with a sales boost during the tournament, which starts tomorrow in Portugal.

Littlewoods e-commerce director Mark Taylor said: 'It's already really kicked off. Everybody wants the England shirt and we are offering fanwear for men and women.'

Sport-E claims to offer a bigger range of sportswear than online rivals - with more than 2,000 products - and plans to extend its golf, tennis, running, swimming and rugby ranges.

The redesign of Sport-E, originally launched in June last year, has made the site faster and easier to navigate. Sales are expected to exceed£10 million in the year to May 2005 and the business is forecast to be profitable by the same date.

Separately, grocers expect a windfall during the tournament as fans splash out on beer, wine and barbecue food.

Tesco has code-named its project Operation Three Lions and is stocking up on food and drink. The grocer has ordered 5 million cases of beer, 2 million bottles of wine, 5.6 million packets of sausages and 6 million pizzas. Asda expects to sell an additional 1.5 million cases of beer while Sainsbury's is hoping for a 20 per cent food and drink sales rise when England play.