Next year’s football World Cup will be a huge opportunity for UK retailers. Here, we outline who stands to benefit the most and how to cash in on it.

How important is the World Cup 2010 for retailers?

World Cups, and other major sporting events, provide a huge fillip to retailers. Next year’s event is likely to be even more important because it will bring a welcome cheer for consumers after the doom and gloom of the recession.

During the last World Cup in 2006, the British Retail Consortium (BRC) said UK retailers’ sales were given a £1.25bn boost, partly thanks to a rapid rise in the sales of flatscreen TVs, plus a lift in sales of sporting goods, including shirts, and strong food and drink sales.

Many believe England’s prospects are greatly enhanced for 2010, and the BRC said retailers will fare better the further the team gets in the cup.

Who will benefit?

Asda last week signed a deal with Fifa to sell World Cup merchandise in its stores, including everything from shirts to footballs and toys. The deal – which its parent Walmart struck globally – will likely rile rivals; Asda is even giving customers the chance to win tickets to matches.

The deal will give Asda an advantage but the other grocers will still benefit from the event through the sale of food and drink, as consumers get together to watch matches.

What about non-food retailers?

Sports retailers will obviously benefit through shirt sales and Verdict believes the event will give shoppers a reason to spend as recession fades.

The four-year drought of major international football will mean England fans will come out in support to buy replica shirts, giving retailers such as Sports Direct, JJB and etailers like Kitbag.com a lift.

Will any retailers not benefit?

The BRC did say that TV sales aren’t expected to be affected again, as flatscreen technology is no longer as revolutionary as it was in 2006.

Menswear retailers are also set to suffer – as happened during the last World Cup – as stores reported a drop in footfall as men concentrated on the football instead of shopping.

The timing of the games is also important. Verdict forecasts that as the time difference is only slight in South Africa, the matches will encroach on prime shopping periods.

How can retailers get involved?

Retailers’ sales figures are likely to increase if they capitalise on the nation’s desire for England to do well.

During the last World Cup, retailers offered deals – Sports Direct, for example, pledged to give out free shirts if England won.

The benefits are unlikely to be felt as strongly, if at all, in Wales, Scotland and Northern Island.

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