Instead of the FIFA World Cup taking place on a balmy summer’s evening, the FIFA World Cup Qatar takes place at a dreary time of the year – plus an energy crisis and inflation. An otherwise good business could be shattered for many this time around.
The basics in brief
- With a fan scarf around your neck and with friends or relatives in front of a big screen in the beer garden, you can cheer on the World Cup matches.
At least since the summer fairy tale of 2006, broadcasting the major leagues has been a festival of football in many places in Germany – at least until now. Because the World Cup, which begins on November 20 in Qatar, promises to be a desolate event in this country rather than a cheery football festival. Controversial place, bad weather in Germany, and energy crisis and the inflation Blocking horizons – also for the domestic economy.
“It would certainly have been easier for retailers if the tournament had been held in the tried and tested way in the summer. The situation with Qatar as a venue is definitely advantageous,” a spokesperson for the German Trade Association told dpa. Each major sporting event brings sales effects to a smaller or smaller scale. Bigger in some retail sectors Experience has shown that the FIFA World Cup in particular provides an incentive for fan articles, jerseys and some food.
The spokesperson said holding the World Cup in Qatar could not be compared to sporting events in their country. “It is certain that cheerleader events in public spaces will happen less frequently in the winter.” In addition, rising energy costs have curbed consumption. The outlook for the World Cup business is difficult because the trade union has not yet had any experience with such a tournament.
Demand is clearly weak
According to Heilbronn’s trade association Intersport, the demand for World Cup fan articles is more restricted this time around. “Due to the timing of the World Cup in winter, there are no public viewing events and no beer gardens where there would be a great atmosphere and a great need for articles,” said Frank Geisler of the Intersport Deutschland council. The place is being reviewed by clients and by Intersport. “So far the orgasm has been less.” The energy crisis and the inflation like he said. “However, we also hope for a possible positive surprise.”
Manufacturer of sporting goods and apparel Adidas Expects millions in business from the World Cup despite the general conditions – the company from Herzogenaurach specifically hopes to increase sales up to 400 million euro, said a spokesperson. Sales in the football sector grew by more than 30% in the first nine months of 2022 compared to the same period last year. “Compared to the 2018 World Cup, we are seeing stronger demand.”
Before major soccer tournaments, pool fever usually breaks out in Germany. However, ahead of the controversial World Cup, the coveted football collector’s photos were not as popular as they used to be. Hermann Böhl, managing director of the Stuttgart publishing house Panini, told the “Augsburger Allgemeine” newspaper that he expected much worse business than in tournaments. previous.
There is no motivation for beer sales
This time could be much less beer Walk over counters and counters. “Our industry does not expect any rushes from this event, you have to look at it very carefully,” said Holger Eichel, president of the German Brewers Association.
The fact that the World Cup will be held in winter should reduce expectations among breweries. “My summer weather He’s basically the beer best seller as the tournament turns cold winter time The desire to calm down beer said a spokeswoman for the Radeberger Group. The company assumes that demand will remain well below the level of comparable major sporting events. Due to the criticism of the venue, some restaurant owners were said to have announced that they would not be broadcasting live.
Daniel Uhl from the Association of Hotels and Restaurants in Baden-Württemberg confirmed that some restaurants are boycotting the World Cup in Qatar because of the human rights situation. Ohl expects the hospitality industry to be less busy than usual. He cited the time of year, collisions with the Christmas business and the restaurateurs’ critical attitude towards the event as reasons.
The German Butchers’ Union is reluctant to make predictions for the World Cup business. “It’s hard to say what to expect,” said Reinhard von Stutz of the league’s management. Orders come in a short time and are highly dependent on the course of the games.
In the past, people preferred to use the big football leagues to buy a new TV – much to the delight of the electronics industry. A spokeswoman announced that the Ingolstadt-based electronics retail chain MediaMarktSaturn has not yet seen a significant increase in sales of television products as the past European and World Championships.
After all, the outlook for 2024 should make the domestic economy optimistic. This is when the European Championships will be held in Germany – as usual in the summer.