Why retail is banking on a big Euros to kick off the summer

Euro 2024-branded football on pitch

As football fans across the country brace themselves for a thrilling Euro 2024, Retail Week takes a look at the tournament’s impact on the retail sector and which categories will come out on top

As the much-anticipated UEFA Euro 2024 kicks off a widely touted summer of sport, the UK is set to be swept up with football fever till the end of the tournament on July 14. 

For the world of retail, the Euros could not have come at a better time. After what’s been a wet and cold summer, dampening footfall and spending, retailers are hoping to ride the football wave and translate that into sales. 


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