12 Jun 2024

UEFA Euro 2024 expected to boost East Midlands economy, says Chamber

Picture of football pitch

Hospitality and retail across the East Midlands are likely to benefit financially from UEFA Euro 2024, East Midlands Chamber has said.

Head of Special Projects Richard Blackmore said: “Our nation’s favourite sport always packs out the pubs across the East Midlands, increasing spending and for our region’s hospitality sector, having faced the burden of high costs for far too long, that’s something to welcome with open arms.

“It’s not just pubs and bars that will see more cash in the till; with busier streets, shops should see a lift in takings too.  The feelgood factor behind backing our national team brings people together, buying merchandise and team shirts, all helping swell the economy.  Wherever people watch UEFA Euro 2024, one thing’s sure; we’ve got four nail-biting weeks ahead and I’m wishing the England team the very best in bringing the trophy home.”

Everards of Leicestershire Joint Managing Director Andy Wilson said: “Major sporting events are a great opportunity for our pub business owners as we all know it’s better to watch the game at your local!  There’s nothing like the atmosphere and having great food and drink on tap.  A huge number of pubs will be showing the games and the British Beer & Pub Association estimate that an extra 300m pints will be sold during the Euros.  We look forward to a busy sporting Summer with both the Euros and the Olympics!”

Castle Rock Brewery Managing Director Colin Wilde said: “We’re excited to celebrate the Euros alongside the rest of the nation this year and around half of our pubs will be showing the matches. We’re even bringing back a fan favourite beer, Brian Clough, in honour of ‘the best manager England never had!’

“Past World Cups and Euros have always created an incredible atmosphere, drawing people together and showcasing pubs at their best. We anticipate another fantastic event this year and hope England go all the way!”