When Football Drives Retail – The Psychology Behind Cash Register Success

The 2026 FIFA World Cup is approaching, bringing hopes for noticeable revenue increases among retailers. But how does the consumer psychology behind this phenomenon actually work? Our expert Marvin Vogt, Senior Research Consultant in the eye square Brand and Media Research Team has analyzed the mechanisms.

The Event Effect in Retail

10-15 million hardcore football fans generate early moderate sales increases of 1-2% in classic categories like snacks, beverages, and beer. But the real potential lies with the 25-30 million casual viewers in times of FIFA World Cup – they only become active when genuine success prospects emerge.

The BIRG Effect as Revenue Driver

The psychological BIRG effect (“Basking in Reflected Glory”) is crucial: Only when a “we-feeling” develops and media speaks of “our boys” does ritualized consumer behavior emerge. Anticipation purchases, spontaneous stocking up, and emotional post-game buying follow this pattern.

Timing is everything

Studies on World Cups and European Championships show that things only really get going after the round of 16 or quarter-finals. In Germany, the first sales surge is driven by the 10–15 million true World Cup fans, likely to be modest (+1–2%) and affecting specific categories: sweet and salty snacks, finger foods, soft drinks and beer.

“Extreme increases in sales, however, remain the exception here as well and are typically seen only on the specific days of the semifinals or finals.”

Only late in the game, when the BIRG effect kicks in, do ritualized purchasing decisions actually take place, such as pre-game purchases, last-minute stocking up, and impulse buys driven by frustration or celebration immediately after the game. Depending on the weather, we also buy more barbecue supplies and frozen foods, as well as fan merchandise, sports gear, and decorative items.

For more background information on consumer behavior during major sporting events, see the article “Kickoff for the 2026 World Cup” in the magazine Rundschau für den Lebensmittelhandel.

Marvin Vogt
Senior Research Consultant

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