Can a bumper summer of sport boost retail spend?

Paris-branded Olympics flag in front of Eiffel tower

A summer of sport is nearly upon us with Euro 2024 and the Olympic Games hitting our screens in the next few weeks. Retail Week asks whether these two sporting spectaculars might prompt consumers to splash the cash

Both the men’s European Football Championship and the Olympics occur every four years, creating a buzz across the UK as the country watches from home, at work or in the pub.

For retailers, the tournaments offer a chance to run promotions and highlight new products over the summer period (the Euros air from June 14 to July 14 and the Olympics from July 26 to August 11). 


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