The Euro 2020 tournament will bring a £1 BILLION boost to Britain’s pandemic-hit economy.
Experts are cheering on a beer and barbecue spending frenzy to celebrate the championships, delayed by 12 months because of Covid.
Beer sales alone are expected bring in more than £700million for Covid-hit pubs during the two- week 51-match tournament which starts on Friday.
And millions more will be spent on football-related products, including food, drink, merchandise and TVs, surging past the billion-pound mark.
It’s a much-needed boost for embattled high streets reeling from months of lockdowns and social distancing rules.
One in seven shops stands empty following the closure of 16,000 retailers over the past year while 2,000 pubs are unable to open at all because they are too small to provide a table service only.
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Emma McClarkin of the British Beer and Pub Association said: “The Euros are a chance for people to get back to their local and as they support the home nations.
“We hope millions of Brits will be cheering on England, Scotland and Wales with a fresh pint of beer. Of course, the tournament is tinged with regret as our pubs are still subject to significant restrictions.
“But we remain hopeful that the second part of the tournament will allow pubs to operate at full capacity as the Government sticks to lifting all restrictions on June 21.”
TV advertisers will pay a fortune trying to get a slice of fans’ cash.
The cost of a 30-second ad slot could go for as much as £200,000 in a match such as the group game between England and Scotland, or more if one of those countries reach the semi-finals.
ITV expect to shatter the 17 million viewers it attracted for England’s shock defeat to Iceland at the 2016 Euros – the most-watched match last time around.
Joshua Bamfield, for the Centre of Retail Research, which tracks high street spending, said: “It’s bound to lead a big surge in sales of TV sets and replica shirts and a fantastic amount of souvenirs such as flags.”
Events are being created around the country including fan parks in Hackney, East London, where match showings will be hosted by legends Paul Merson and Tony Cottee.
Around the country some pubs are offering bottomless drinks and garden BBQs to lure punters away from their living rooms.
Heineken, one of the sponsors of Euro 2020, expects 300,000 pints will be served at Wembley where England’s three group stage matches will be played.
England’s first clash – against Croatia – is next Sunday.
Heineken UK marketing director Michael Gillane said: “We’re anticipating around eight million people will be heading to their local to watch the matches.
“And for those people lucky enough to get a ticket to Wembley we’re serving Heineken to hundreds of thousands of fans from 71 bars.”
England superfan Glen Moore, 29, is attending today’s friendly against Romania at Middlesbrough’s Riverside and has tickets to two group games.
The Liverpool and Crawley supporter said: “As the Three Lions song says – Gareth Southgate, the whole of England is with you.”
Laura Hughes, 35, from Cardiff, is rooting for Gareth Bale and his boys.
She said: “We’ve got a young, hungry squad and some quality too, and I think we can go far.”
