Are retailers missing an open goal during the Fifa Women’s World Cup?

With a record-breaking peak viewership of 17.5 million on BBC One, England’s historic 2-1 extra-time win against Germany in the Euro 2022 finals created a wave of interest in women’s football. 

As the Fifa Women’s World Cup gets under way, nearly half of Brits (48%) say they are more interested in women’s football this year compared with the last World Cup four years ago, according to the Women’s World Cup 2023 Spending Report by VoucherCodes and GlobalData.  

In the run-up to the Euro final last year, retailers made sure to match fans’ enthusiasm and cash out from the social phenomenon with deals and offers on everything from food, drink and decorations to sports merchandise. 

GlobalData associate apparel analyst Alice Price says: “There has been an increased focus on the promotion of women in sport in recent years and retailers are likely to capitalise on prominent events, which often engender peaks of interest in sports participation, to promote their women’s ranges.  

“For instance, in the run-up to the European Women’s Championships in 2022, Castore launched its first women’s football sportswear range and reported heightened demand for the collection as a result of the hype surrounding the tournament.” 

During this tournament, however, related retail spend is expected to be less than half what it was last year. As England’s first match – against Haiti – nears kick-off at 10.30am on Saturday, what is different this time around? 

Euros vs World Cup 

The Women’s Euros last year gave retail a boost of £898.2m, according to the VoucherCodes study, as fans splurged on food, drink, decorations and souvenirs to enjoy the event during a crushing cost-of-living crisis. 

Partly because the World Cup is being held in Australia and New Zealand, retail spend is expected to be more subdued. The time difference of more than 10 hours in some cases is a big factor, limiting the opportunity for people to gather to watch matches.

With most matches taking place in the early hours of the morning during the week, retail spend is anticipated to be 49% lower at an estimated £463.9m.

It is estimated that customers will spend £333m on food and drink throughout the competition as early kick-offs mean viewers catch matches from home with breakfast or brunch food as opposed to higher-spend items such as barbecue food and beer.

Outside food and drink, the electricals sector is expected to see a limited spike in sales of £32.6m.

Spending across other categories is also likely to be limited as the cost-of-living crisis drags on. Total spend on sports merchandise is expected to be £21.7m, with a further £57.6m likely to be spent on souvenirs and £19m on decorations for viewing parties. 

Although women’s football has benefited from an increase in popularity over the last couple of years, it still remains far behind men’s football in terms of retail impact. The retail boost from the Fifa Men’s World Cup held last year was estimated to be £1.6bn. 

Could retailers have created more chances?

Whether it’s the Barbie movie or the coronation of King Charles III, retail usually has its finger on the pulse when it comes to the latest global moments. However, this time around, the industry seems to be missing a chance to score.

GlobalData apparel analyst Louise Déglise-Favre says: “It is very surprising that there isn’t as much buzz or publicity around the tournament as the Euros last year and that retail participation has so far been underwhelming.” 

For example, the JD Sports website homepage has no mention of the Women’s World Cup, although it does stock a small selection of branded jerseys and kits in its football category. 

Sports Direct seems the most directly focused retailer, with a website flyout on its landing page promoting the Women’s World Cup. It also looks best placed to capitalise on the event, with a wide range of products including kits, football boots, sportswear and a fan collection. 

The retailers doing the most are the official sponsors of the Lionesses who will be seen on the pitch, says Déglise-Favre.  

Official kit partner of the England team Nike has been promoting women’s sports with initiatives ranging from a period-proof collection to inclusive sizing and a recent ad campaign highlighting the history of women’s football. 

As part of its food partnership with the four home nations’ football associations, Marks & Spencer launched its nationwide Eat Well campaign ahead of the tournament, with price locks on more than 50 Eat Well products.

M&S food and hospitality marketing director Sharry Cramond says: “With a summer of football ahead of us, it was the perfect time to supercharge our Eat Well, Play Well partnerships with the home nations’ football teams, show our differentiation to other retailers through the partnership and really focus on our Eat Well healthy options in store.” 

With retail expected to get a boost of £70.3m from England’s first match this Saturday, along with growing interest in women’s football and other sports, big events like the Women’s World Cup may well become more important to the industry. Those who get in on the action early could stand to be longer-term beneficiaries. 

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