Sales pitch: Companies
If the number of football fans converging on Germany for the World Cup was not enough hysteria, a future events company predicts that World Cup “fever” is also likely to take its toll on the financial markets.
Although first-quarter sales figures were at the lower end of analysts’ expectations, UK supermarket giant Tesco recently reported that sales had picked up thanks to a last-minute splurge by consumers on food and drink spurred on by the hot weather and World Cup celebrations. In the coming months, the expectation is that other food and drink suppliers are also likely to report positive effects from Word Cup fever on their preliminary financial results. Airlines, too, will be hoping that World Cup-related comings- and-goings significantly boost air traffic figures in the coming months.
“Many people have remarked about the number of companies jumping on the World Cup bandwagon,” says Dean Ratcliffe, CEO of Columba Systems, “but few realize how much is at stake.”
“Big global events don’t just distract staff,” he adds. “They have a big impact on business success for many companies.”