As the FIFA World Cup heads to its final showdown this weekend, Australian retailers are counting the cash added to their bottom line since the tournament kicked off just over a month ago.
New ANZ insights show the football showcase in the United States, Mexico and Canada lined up with a spending boost closer to home, as Aussies flocked to pubs, cafes, takeaway outlets and embraced the experience.
ANZ Managing Director, Data & Analytics, Joanna Gurry said early analysis revealed ANZ customers had already spent over $7 billion during this year’s FIFA World Cup period so far.
Ms Gurry said there was strong spending uplifts recorded across key fan categories, including takeaway food (up 6.75 percent), cafes and restaurants (up 5.5 percent) bars and hotels (up 5.2 percent) and sporting apparel (up 9.3 percent).
She said these trends largely mirrored what ANZ observed during the 2022 FIFA Men’s World Cup, when customer spending increased 8.2 percent year-on-year, totalling more than $11 billion.
“The data suggests major sporting events are powerful influencers of local consumer behaviour and spending patterns, even when matches are played overseas or outside peak viewing hours.
“Whether Australians are gathering with friends at home, heading to their local pub to watch a match, or showing support through purchasing sporting merchandise, we’re seeing spending patterns that seem to reflect the excitement and social connection major sporting events create.”
Ms Gurry said despite the Socceroos’ campaign coming to an end, hospitality venues were reporting the strong patronage was continuing.
