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Irish Fans Spend More During Euros Than Predicted

By Publications Checkout
Irish Fans Spend More During Euros Than Predicted

Research conducted by Livewire has revealed that Irish people spent more on food, drink, gambling and sporting memorabilia during the Euro 2016 football tournament than expected.

In the run up to the tournament, sponsorship expert Livewire teamed up with Ignite Research to survey 1000 people on their plans for the Euros as part of the Livewire Euros Insider.

A second poll was then conducted to see if consumer behaviour had matched what people had originally planned. It found that while those who planned on spending more on food and drink had estimated they would spend an average of €122 more, this in fact worked out at an average of €133 – 9% more than predicted.

Meanwhile, those who were planning to buy football memorabilia thought they would spend €44, however the average spend was €150. Amongst those who had planned on gambling, average spend worked out at €105; 20% more than the €85 expected.

Livewire estimates that a total of €4 million was spend on advertising across RTÉ and TV3 throughout Euro 2016, significantly more than was spent on either Euro 2012 or the 2014 World Cup.


Jamie Macken of Livewire commented, "Livewire, in partnership with Ignite Research, has highlighted some interesting trends with regard to consumer behaviour during the Euros.

"The tournament seems to have lifted people’s spirits - it’s obvious there was a sense of optimism around the country and this was evident in the fact that many spent more on food, drink and household goods than they originally intended to. Of course, this is also good news for sponsors."

© 2016 - Checkout Magazine by Jenny Whelan

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