In anticipation of the upcoming UEFA European Football Championship (June 14 to July 14), Handelsverband Deutschland (HDE- German Retail Federation) forecasts additional retail revenues of 3.8 billion euros. According to a survey conducted by HDE and market researcher Appinio among 1,000 individuals aged 16 to 65, food and fan merchandise are particularly in demand. „Major sporting events consistently provide a boost in sales for the retail sector – this year's home UEFA Euros could stimulate consumption in specific industries and product categories“, commented HDE Managing Director Stefan Genth.

The survey shows that increased food and drink purchases are likely, with 41% of respondents planning to purchase items such as snacks, barbecue supplies, and beverages. Fan merchandise such as scarves, flags, and decorations are also sought after, with 31% of respondents indicating interest. Additionally, sports equipment, home and garden products, toys, and electronics might see an impact on sales.

Regarding spending during the tournament, most of the respondents (32%) who are planning to make purchases anticipate spending between 101 and 200 euros. Around 28% expect to spend between 51 and 100 euros, while 8% plan to spend over 500 euros. "The development of retail revenues during the European Championship also depends on how the tournament progresses – if the German national team creates a new summer fairy tale and advances quite far, this could significantly boost consumer sentiment“, added Genth.

Interest in the tournament is high, with almost 70% of respondents planning to watch all or selected matches. With regard to expectations regarding the German national team's performance, one quarter of the survey respondents believe reaching the quarter-finals is likely, and nearly as many (23%) anticipate a semi-final appearance. Just under 20% expect Germany to reach the final in Berlin.

In the hospitality industry, however, enthusiasm is limited. According to a survey by the German Hotel and Restaurant Association (Dehoga) of 1,340 establishments, only 15.5% of hospitality businesses anticipate a positive impact from the Football Championship. The majority (67%) do not expect any impact, while 17.4% have not made any forecast. According to the survey, around three quarters of hoteliers and restaurateurs do not anticipate an increase in guests or revenue.

„A major event like the European Championship can sometimes displace regular business“, explained Dehoga President Guido Zöllick. This could lead to fewer or shorter conferences, as well as a decrease in business travelers.

Nevertheless, the hospitality industry is still looking forward to the tournament. „Although host countries do not always directly benefit from sporting mega-events, the potential positive effects on the national mood, and the strengthening of Germany as a tourism destination, should not be underestimated,“ noted Zöllick. He hopes that the UEFA European Football Championship will persuade many guests to return for future visits.

Hotels and restaurants in the tournament's host cities, however, are generally more optimistic. There are ten: Frankfurt, Cologne, Dortmund, Dusseldorf, Gelsenkirchen, Hamburg, Leipzig, Munich, Stuttgart, and Berlin. The Olympic Stadium in Berlin will host the final. In these cities around half the businesses are hopeful for a positive impacts. One third to not expect a positive impact, while the rest said they could not make an assessment yet.

Approximately 42% of respondents in host cities anticipate an increase in guests, while 40.5% expect no change, and just over 17% have not made forecasts. Similarly, opinions are divided regarding revenue expectations. 39% hope for an increase, 44% do not anticipate any boost, and 17% remain uncertain.

City and conference hotels, as well as food and beverage-focused establishments in host cities, take a more positive view than the average, with nearly one-third of businesses anticipating a boost, according to Dehoga. 30% of city and conference hotels expect revenue growth, while 32% of pubs and bars foresee growth.

Zöllick is confident that excitement for the UEFA Euros will increase in the coming weeks. Many restauranteurs are planning football-themed menus, Euro parties, and public viewing events to attract guests. Success will also depend on factors such as the weather – and the performance of the German team.