England and Scotland’s participation in giant football tournament Euro 2024 is “likely to net retailers a vital spending boost,” according to the British Retail Consortium. And with extra retailer and brand marketing, it’s likely that other teams’ merch will be in demand too.

The BRC said Wednesday that after weak retail sales growth in May of just 0.7%, a new poll of 2,000 UK shoppers suggests that the nations’ love of football “will translate into additional purchases”.

How much that helps the fashion sector or not is open to question, however, with only 4% of those polled planning to buy official merchandise such as team jerseys. The bulk of the extra spending will go on food and drink, and electronic such as a new TV to watches matches.

But that’s not stopping the big names of sport going all out to convince consumers to part with their cash in exchange for their shirts, shorts, shoes and more.

Sports Direct has just unveiled its 2024 summer campaign, Football Fever Starts Here, featuring some of Europe’s biggest football stars, including Conor Gallagher, Jordan Pickford, Rúben Dias and Ian Wright, plus football fans too. And the focus is clearly not only on England and Scotland.

The stars “unite to tell the story of what happens when football fever arrives in a local town. Driven by the concept of united football passion, the campaign captures the tournament’s unique ability to bring together a nation to get behind their team and forget their differences — highlighting that the fans’ journey begins at Sports Direct”.

The company said it’s “championing everyday locations where true football fever is born” so the commercial begins in an “ordinary cul-de-sac in Manchester, UK where the spectacle begins to unfold”.

What that means is Jordan Pickford and Ruben Dias enjoying a barbecue in the sun; Ian Wright driving the Sports Direct ice cream van, a catalyst for football fever to officially begin; and Conor Gallagher leading “an army of everyday legends against a fierce goalkeeper”.

The Euros will be one of the biggest international tournaments in the football calendar and the retailer said it’s celebrating “the infectious nature and uncontrollable urge for people to come together in support of their nation. 

“By bringing together everyday legends and football superstars, products like the adidas F50, adidas Fussballliebe football, England Nike Jersey, Nike Mad Brilliance Mercurial and Puma Future 7 come to life, showcasing the spirit of football fever,” we’re told. 

The campaign will roll out across TV, OOH, digital, in-store, and social media, “leveraging the excitement of the sport and reinforcing that football starts at Sports Direct for those who play football for pure enjoyment, at a competitive level or simply want to get behind their nation during the summer of football”. 

The company will also be continuing its Monster Kickabout initiative with Nike. This is a nationwide school football programme created to encourage more kids to take up football.