Perhaps more than most, 2024 sees a huge summer of sport either in Great Britain itself or involving teams across the British Isles.

Besides the Men’s UEFA European Football Championships in Germany and the Olympics and Paralympics in Paris, both of which have seen huge expectations of success for England, there is Wimbledon, the T20 Men’s Cricket World Championship, women’s cricket test tours and the Tour de France.

Given that the UK is a sports-obsessed nation, there is inevitably going to be an effect on retailers whenever a major event is on, particularly in England when the national football teams play.

Whilst the overall economic effects of major sports events are substantial when it comes to trade, investment and soft power, the effects on individual retailers can be somewhat more mixed, from seeing a boost in footfall for shops ready to capitalise to being a quiet period to undergo retail maintenance.

Generally, success when it comes to sporting events is about engaging customers, catching the eye of people who are out and about, and tailoring offers based on an engagement with the event itself, particularly sports events customers are interested in.

It has to be more than a token gesture, be the right fit for the brand and align with the target customer base, which can be more easily done than one might expect.

Greengrocers and other food retailers can often have discounts on foods commonly associated with sporting events, such as a discount on strawberries and cream during Wimbledon or barbeque supplies during football matches.

Fashion retailers can have displays that connect to an event, such as styles suitable for sitting in a luxury box at Wimbledon or for travelling around a golf course inspired by The Open Championship at Royal Troon.

Like other major talking points and so-called “water cooler moments”, retailers will succeed when they make something out of the moment and take advantage of their layout, their displays and their marketing to get people into the doors.