Will You Be Glad To See The Back Of The World Cup?

With the end in sight and the bars in full stock for the final of the exciting and nail-biting 2014 World Cup, will you be watching in happiness or sadness as the games come to a close for another four years?

If you are a business owner, you may well be happy to say farewell. Research shows that employee absence increases as much as 28% during events such as the World Cup. However, with the matches airing predominantly in the evening due to time-difference from South America and with England striking out on the first round, has your business really been affected?

With almost two thirds of employees admitting they were tempted to call in sick if their team reached the semi-final or final of the World Cup, has the UK experienced a boost or slump in profits?

Business as usual

Research carried out by alldayPA shows a decrease in the number of telephone calls made during World Cup matches, meaning callers prioritise the games over any phone calls to companies. Perhaps not surprisingly, the number of calls made after matches ended increased by 4% as routines resumed.

The World Cup can therefore be seen to have had a minimal impact on call patterns and on consumer behaviour.

Retail and leisure industries

Perhaps the real winners (and losers) of the World Cup were companies in the retail and leisure industries. In full swing on the weeks leading up to the World Cup, supermarkets alone saw a £50m increase in sales of snacks, beer, party food and soft drinks, for example.

Everything looked bright until England suffered what now seems an inevitable defeat and the knock-on effect for this industry resulted in losses of up to £55m.

It was predicted that every goal England scored could have been worth a staggering £200m to the UK’s retail and leisure industry. Stores such as John Lewis received a sharp rise in the sales of televisions, while Waitrose sold 50% more beer and sales in sports shops were boosted by 3.9%. Sales in sponsorship during the month of May were nearly 30% higher than last year as the World Cup was presumably meant to deliver a 5% boost to the UK advertising revenue.

If England had managed to get beyond the first stage of the tournament, consumers were predicted to have spent an astonishing £1bn. The unfortunate result has, however, spelt disaster for many businesses, suffering the loss of unwanted merchandise as the overwhelming sense of national pride came to a standstill.

Sore point

For the retail and leisure industries, the end of the World Cup will be a sore point as put down their last pint, put away the bunting and get back to their hectic 9-5 jobs. With England having been knocked out in the first round, it looks like there’s no need to worry about any unscheduled absences from work.

While the retail and leisure industries may have taken a blow as a result of England’s early exit, for everyone else it remains business as usual, as the tournament has had minimal effect on calling patterns to companies.

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