Euro 2024 Means Huge Digital Marketing Opportunities

The Euro 2024 tournament is not just a feast for football fans; it’s a goldmine for independent retailers, pubs, and hospitality venues. With an estimated £2.75 billion retail boom on the horizon, the summer months are shaping up to be a game-changer for the UK economy. By leveraging social media and paid ads, businesses can capture the attention of football fans and convert their enthusiasm into revenue. Let’s explore how you can make the most of Euro 2024 to elevate your brand and drive sales.

The Retail Boom of Euro 2024

The Euro 2024 tournament is expected to create a retail opportunity worth £2.75 billion in the UK. This is anticipated to exceed the £2 billion boost from the 2022 World Cup, largely due to the tournament’s favourable summer timing and convenient kick-off schedules. Various businesses, including pubs and convenience stores, can look forward to increased sales of items such as beer, pizzas, new TVs, and more.

Pubs and hospitality venues, in particular, stand to gain significantly, with an estimated £600 million in sales from football fans eager to watch matches in social settings. The British Beer & Pub Association predicts an extra 20 million pints worth £94 million will be poured during the tournament. This is a fantastic opportunity for pubs to increase foot traffic and enhance customer loyalty.

Leveraging Social Media Engagement

Crafting Engaging Content

To make the most of this event, why not incorporate social media into your strategy? Social media platforms are ideal for connecting with your target audience during Euro 2024. Create engaging content that resonates with football fans, such as sharing match schedules, hosting live updates, and encouraging followers to share their match-day experiences. User-generated content can amplify your reach and create a sense of community around your brand.

Running Contests and Giveaways

Contests and giveaways are great ways to boost engagement on social media. Consider offering prizes such as free drinks, meal vouchers, or branded merchandise for those who participate in your contests. Encourage users to tag friends and share your posts to increase visibility and attract new followers.

Paid Ads to Drive Traffic and Sales

Facebook and Instagram Ads

Utilising paid advertising can be highly beneficial for establishing a strong short-term presence, and Facebook and Instagram ads are particularly great for achieving this goal. These platforms offer a range of helpful features, including precise targeting options that enable businesses to connect with football enthusiasts based on their interests, behaviours, and demographics. Organisations can leverage these capabilities to promote special offers, match-day deals, and exclusive discounts in order to attract potential customers. It is crucial to employ eye-catching visuals and compelling ad copy to not only capture attention but also generate clicks and ultimately drive conversions.

Google Ads

Google Ads can help you appear at the top of search results when users are looking for places to watch Euro 2024 matches or purchase related merchandise. Bid on keywords related to the tournament, such as “Euro 2024 viewing party” or “best pubs for Euro 2024.” Ensure your ad copy highlights the unique selling points of your business (research relevant keywords for your business to target).

Measuring Success and Optimising Strategies

Tracking Key Metrics

It is crucial to utilise analytics tools to carefully monitor and assess the performance of your social media and paid advertising campaigns. By doing so, you can identify areas for improvement and enhance their effectiveness. Keep a close eye on key metrics like engagement rates, click-through rates, and conversion rates to gain a deep understanding of what resonates most with your audience. Use these insights to adapt your strategies and optimise your return on investment.

Gathering Customer Feedback

Also, collect feedback from customers to understand their preferences and experiences. Use surveys, social media polls, and direct interactions to gather insights. This feedback can help you improve your offerings and create a better experience for your customers.

A laptop with a note on it.

Capitalising on Exclusive Deals for Subscribers

Offering Subscription Benefits

Encourage customers to subscribe to your newsletter or loyalty program by offering exclusive deals and discounts. Highlight the benefits of subscribing, such as early access to promotions, special discounts, and personalised offers. Use persuasive calls-to-action to drive sign-ups.

Personalising Offers

Segment your subscriber list based on customer preferences and behaviours. Send personalised offers and recommendations to keep subscribers engaged and interested in your brand. Personalisation can significantly increase the effectiveness of your marketing efforts.


Euro 2024 presents a golden opportunity for pubs, restaurants, and independent retailers to boost their presence and sales. By leveraging social media, paid ads, and creating compelling match-day experiences, businesses can attract football fans and convert their enthusiasm into revenue. If you’re looking for an effective digital marketing strategy, contact the experts at Odyssey New Media.

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