- 8.7m Brits to tune into the Women’s Euro Quarter-final matches
- England’s match against Sweden to bring in £79m, with 6.2m people set to watch
- Retail to see a £78m boost from the Quarter-finals alone
- Consumers to spend £30.3m at hospitality venues as they cheer on the Lionesses
The Women’s Euros Quarter-finals are expected to see 8.7m Brits tune in, as the eight remaining teams go head-to-head to make it to the next round.
The Women’s Euro 2025 Spending Report, by VoucherCodes.co.uk, forecasts £108.3m will be spent by UK football fans purchasing a ready supply of food, drink and other viewing essentials for the Quarter-final matches.
With England playing against Sweden in the Quarter-finals (Thurs 17th Jul), the majority of spending will fall on that day with Brits expected to spend £79m. Retailers will see £56.8m of this, with the other £22.2m going to hospitality venues.
England v Sweden forecast retail and hospitality spend
|
Retail spend (£m) |
Number of spenders (m) |
|
|
Food & Drink |
47.2 |
4.4 |
|
Decorations |
1.4 |
0.1 |
|
Electricals |
2.1 |
0.01 |
|
Merch |
2.6 |
0.1 |
|
Sportswear |
3.5 |
0.1 |
|
TOTAL |
56.8 |
4.8 |
|
Hospitality spend (£m) |
Number of spenders (m) |
|
|
Food |
10.6 |
0.8 |
|
Drink |
11.5 |
0.9 |
|
TOTAL |
22.2 |
1.7 |
As England came second in their group, the match will take place midweek, hindering sales and viewership. Only 6.2m people are set to tune in and of those, most will choose to watch from home instead of at pubs and bars (5.1m).
Across all the Quarter-final matches, a whopping £78.0m is expected to be spent online and in-stores as 7.6m fans will choose to watch from home - this follows the pattern seen over the earlier stages of the tournament.
Cheering on from the comfort of your couch is thirsty work, and so £65.2m is predicted to be spent on food and drink from supermarkets and convenience stores. On top of this, a further £4.5m is expected to be spent on sportswear, £3.4m on merchandise, £2.7m on electricals, and £2.2m on decorations to bring the match-day atmosphere home.
When it comes to hospitality spend, Quarter-final sales are expected to hit £30.3m. Fans will be taking advantage of the games to sink £15.5m worth of pints and other drinks, with another £14.8m going on food.
Zoe Morris, Savings Expert at VoucherCodes.co.uk, comments: “Although England’s performance has been mixed so far, as the Lionesses progress through the Women’s Euros tournament, excitement is steadily growing. This is reflected in spending figures, with the amount spent per game set to increase over the Quarter-final stage from an average of £15.5m per match during the Group stage, to £27.1m across retail and hospitality.
“Although fans might be full of excitement, this doesn’t mean they have to break the bank. There are lots of ways to cheer on the Lionesses without scoring an own goal. A watch party is the perfect solution for anyone wanting to tune into the matches with friends and family, without the hefty price tag that can come with an evening in the pub.
“Ask your friends to bring along a dish to save on the cost (and the cooking!), and make sure the invite says BYOB as the drinks can often be the most expensive part. Guests will no doubt be glad they’re saving a few pounds too.”
