The UEFA Euro 2024 football tournament is likely to be one of the most-watched events of the year, on a par with the Olympic Games later this summer.

According to broadcaster ITV (ITV), more than 10 million viewers tuned in to watch the opening match between Scotland and Germany, the highest peak audience of any opening to a major football tournament in a decade.

The BBC reported the England vs Serbia match was watched live by a total of 10.5 million people, with total viewer numbers approaching 15 million including streaming services.

All of which augurs well for advertisers, pubs, bars, supermarkets, food and drink makers, food delivery companies and betting firms.

The latest BrandTrack survey by consultants CGA suggests pubs and bars will see a big upsurge in footfall with nearly 80% of respondents saying they expect to go out to pubs and bars more often while the tournament is on, and 40% saying they will go to the pub just to watch the matches.

CGA research shows consumers who watch games at pubs and bars spend on average 36% more than those who don’t go there for live sport, while nearly 90% of sports fans will stay longer and spend more in a venue if sport is on TV.

Two thirds of respondents said going out to see games was better than watching at home, but for many cost-of-living pressures means they will be looking for supermarket deals on food and drink so they can create a party atmosphere at home without breaking the bank.

For their part, the supermarkets are already geared up for the Euros with the Co-op offering two pizzas and four beers for just £5 for members and £6 for non-members while Tesco (TSCO) and Sainsbury (SBRY) have both expanded their Dine In ranges in the hope of attracting upmarket football fans.

Meanwhile, the betting industry is already rubbing its hands at the prospect of another 50% jump in activity similar to the previous Euros which generated more than £1 billion in revenue.

The industry has shifted even further towards digital and mobile platforms than three years ago meaning convenience and engagement levels are higher than ever.

We should add however that the scale of the Euros boost to the hospitality sector, supermarkets and the betting industry will depend on how far the England team get in the competition.

While England matchdays generate big spikes in activity, games involving other nations tend to have little effect on trading. 

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