**

The summer of 2024 is shaping up to be a bonanza for UK pubs and supermarkets, with a trifecta of major sporting events – Wimbledon, the UEFA European Championship (Euros), and the Ashes Test cricket series – poised to drive significant increases in consumer spending. These events, watched by millions across the nation, are predicted to trigger a surge in sales of food, drink, and related merchandise, injecting much-needed revenue into the hospitality and retail sectors.

Wimbledon: Ace Sales for Retailers

Wimbledon, the prestigious tennis championship, consistently attracts a global audience, translating into a significant boost for businesses. This year is expected to be no different. The tournament's two-week run typically sees a substantial increase in sales of:

• Food and drink: From strawberries and cream – the quintessential Wimbledon treat – to premium snacks and beverages, supermarkets and pubs alike anticipate a surge in demand. Increased footfall around Wimbledon itself, as well as the viewing parties hosted nationwide, will contribute to this rise.
• TV viewing essentials: Sales of televisions, sound systems, and streaming subscriptions are likely to experience a temporary spike as consumers prepare to enjoy the matches from the comfort of their homes.
• Merchandise: Official Wimbledon merchandise, ranging from clothing and hats to tennis balls and memorabilia, will also contribute significantly to the retail boom. Online sales, particularly, are expected to show substantial growth.

Targeting the Wimbledon Audience

Supermarkets are already gearing up, stocking up on seasonal favorites and running promotions targeting Wimbledon viewers. Pubs, many of which will be screening the matches live, anticipate increased footfall and higher bar tabs. Strategic marketing campaigns, focusing on themed food and drink specials and promotional offers, will further capitalize on this opportunity. Expect to see targeted advertising campaigns utilizing keywords like "Wimbledon hampers," "Wimbledon party supplies," and "best deals on Wimbledon snacks."

Euros 2024: A Goal for the Hospitality Sector

Following Wimbledon, the UEFA European Championship will ignite another wave of consumer spending. The Euros' month-long duration means sustained revenue for businesses, particularly pubs and bars, which are anticipated to benefit significantly.

• Increased alcohol sales: The excitement of the matches and the social atmosphere surrounding them invariably lead to higher alcohol consumption, boosting pub profits considerably. Keywords such as "best pubs to watch the Euros," "Euro 2024 pub deals," and "football matchday specials" will become highly searched terms.
• Food sales: Pubs and restaurants offering matchday food specials can further capitalize on the increased footfall. Think "Euro 2024 food platters," "best places to eat and watch the Euros," and other relevant search terms.
• Tourism boost: If England makes a deep run in the tournament, expect even greater boosts to tourism and hotel occupancy, indirectly benefiting local businesses.

Capitalizing on National Pride

The Euros are a truly national event, uniting fans and fostering a sense of community. Pubs and bars will be key beneficiaries, and many will invest in decorations, promotional activities, and even themed events to enhance the viewing experience and drive sales.

Ashes Test Cricket: A Long Game for Revenue

The Ashes Test cricket series adds another layer to the summer’s sporting spectacle. While perhaps not as immediately impactful as Wimbledon or the Euros in terms of short-term sales, the five-test matches stretch over several weeks, providing a prolonged period of increased consumer spending.

• TV viewership and merchandise: Similar to Wimbledon, the Ashes will drive sales of televisions, sound systems, and streaming services. Sales of cricket-themed merchandise will also see a boost.
• Pubs and social gatherings: Many people choose to watch Test cricket matches in the convivial atmosphere of pubs, resulting in increased sales of food and beverages.
• Longer-term impact: The series’ length ensures sustained interest and spending, especially in the regions where matches are played.

Strategic Planning for Cricket Fans

Pubs and bars strategically located near cricket grounds or those with large screens are best positioned to benefit. Smart marketing targeting cricket fans, focusing on themes such as "Ashes cricket pub specials" and "best pubs to watch the Ashes," will be crucial to capture market share.

The Combined Effect: A Summer of Opportunity

The combined effect of Wimbledon, the Euros, and the Ashes represents a significant opportunity for UK pubs and supermarkets. Businesses that proactively plan for the increased demand and implement effective marketing strategies are most likely to reap the rewards.

This summer's sporting calendar presents a unique opportunity for businesses across multiple sectors. From careful stock management and targeted advertising campaigns to creating vibrant and engaging atmospheres for spectators, successful businesses will be those that understand and cater to the demands of the viewing public. The potential for increased revenue is substantial, and early planning and strategic action will be key to maximizing this opportunity. The projected economic impact, which encompasses both direct spending and indirect economic activity, is likely to be significant, offering a much-needed boost to the UK economy during the summer months.