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The Women’s Euro 2025 football tournament is expected to deliver a £593.4m boost to UK retail, according to a new report from VoucherCodes.co.uk.
The Women’s UEFA Euro 2025 Spending Report forecasts that the event will contribute £851.6m to the UK economy overall.
Around 19.7 million fans are expected to watch matches from home, with 15.2 million predicted to make purchases either in store or online. This equates to 22% of the UK population, the report claims.
Food and drink are set to account for the largest share of spend, with supermarkets, convenience stores and other grocery retailers expected to take £441.8m. Sales of sportswear (£57.6m), electricals (£43.7m), merchandise (£29.3m) and decorations (£21.1m) are also forecast to rise.
With this year’s tournament taking place in Switzerland from 2 to 27 July, most matches will be held in the evenings or at weekends. This is expected to boost engagement compared to the 2023 Women’s World Cup, when early kick-off times were seen to hamper spending.
Retailers are forecast to take an additional £129.5m compared with the previous tournament, bringing the total above £463.9m.
However, the report notes that retail sales will fall short of the Men’s Euro 2024 tournament, which saw spending reach £2.14bn – £1.55bn more than forecast for the Women’s Euros this year.
VoucherCodes.co.uk senior commercial director Michael Brandy said: “Retailers can look forward to this year’s Women’s Euros tournament with excitement. The summer weather and prime-time matches, combined with England heading into the tournament as joint favourites, will encourage consumers to get involved and part with their cash.
“Retailers are expected to do particularly well, as the family-friendly nature of the tournament will lead to the majority of fans cheering on their teams from home. The best advice I can give to retailers looking to make the most of the tournament is to focus on offering great value and top customer service. There’ll be a lot of competition for Euros-related products, so any additional discounts or freebies you can throw in will help to secure a sale and build loyalty with your customer base.”
