{"id":71961,"date":"2026-05-29T15:24:00","date_gmt":"2026-05-29T13:24:00","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=71961"},"modified":"2026-05-29T16:52:54","modified_gmt":"2026-05-29T14:52:54","slug":"consumer-psychology-sports-events-retail-sales","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/consumer-psychology-sports-events-retail-sales\/","title":{"rendered":"Consumer Psychology: Sports Events and Their Impact on Retail Sales"},"content":{"rendered":"

[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space height=”30″][vc_single_image image=”71982″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” css=”” qode_css_animation=”” link=”https:\/\/www.eye-square.com\/en\/eye-square-insights-series\/”][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”30″][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

When Football Drives Retail \u2013 The Psychology Behind Cash Register Success<\/h1>\n

[\/vc_column_text][vc_empty_space height=”15″][vc_column_text css=””]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<\/strong><\/a> in the eye square Brand and Media Research Team<\/a><\/strong> has analyzed the mechanisms.[\/vc_column_text][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

The Event Effect in Retail<\/h2>\n

[\/vc_column_text][vc_empty_space height=”15″][vc_column_text css=””]10-15 million hardcore football fans generate early moderate sales increases of 1-2% in classic categories like snacks, beverages, and beer.<\/strong><\/a> But the real potential lies with the 25-30 million casual viewers in times of FIFA World Cup \u2013 they only become active when genuine success prospects emerge.[\/vc_column_text][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

The BIRG Effect as Revenue Driver<\/h2>\n

[\/vc_column_text][vc_empty_space height=”15″][vc_column_text css=””]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.[\/vc_column_text][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

Timing is everything<\/h2>\n

[\/vc_column_text][vc_empty_space height=”15″][vc_column_text css=””]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\u201315 million true World Cup fans, likely to be modest (+1\u20132%) and affecting specific categories: sweet and salty snacks, finger foods, soft drinks and beer.[\/vc_column_text][vc_empty_space height=”15″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column width=”1\/4″][vc_empty_space height=”30″][vc_single_image image=”71993″ css=”” qode_css_animation=””][vc_empty_space height=”30″][\/vc_column][vc_column width=”3\/4″][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

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“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.”<\/h2>\n<\/blockquote>\n

[\/vc_column_text][vc_empty_space height=”30″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”15″][vc_column_text css=””]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.[\/vc_column_text][vc_empty_space height=”15″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”center” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”30″][vc_column_text css=””]For more background information on consumer behavior during major sporting events, see the article \u201cKickoff for the 2026 World Cup\u201d<\/strong><\/a> in the magazine Rundschau f\u00fcr den Lebensmittelhandel.<\/a><\/strong>[\/vc_column_text][vc_empty_space height=”30″]Read more!<\/a>[vc_empty_space height=”30″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”30″][vc_separator type=”normal” thickness=”2″ up=”12″ down=”12″][vc_empty_space height=”30″][\/vc_column][\/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”15px”][vc_empty_space height=”20px”][vc_single_image image=”36833″ css=”” qode_css_animation=””][vc_empty_space height=”15px”][vc_column_text css=””]Marvin Vogt<\/strong>
\nSenior Research Consultant<\/strong><\/p>\n

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eye square<\/strong>[\/vc_column_text][vc_empty_space height=”15px”]