When millions of people are cheering on their teams at the same time, the impact of a major sporting event extends far beyond the pitch or the screen. World Cups and European Championships attract attention, stir emotions and trigger impulse purchases. For retailers and brands, they are far more than just short-term revenue drivers. They generate reach, strengthen brand loyalty and engage communities. Björn Endter, Head of the Team Sports Division at SPORT 2000, explains the impact they have on purchasing behaviour, brand strategies and the role of specialist retailers.
The economic impact of major sporting events is particularly evident in team sports: whilst consumer sentiment is developing cautiously in many market segments, tournaments such as the Football World Cup generate additional demand and a new dynamic. “Major events such as World Cups or European Championships create purchasing opportunities that go far beyond simply meeting basic needs. They generate footfall, enthusiasm and emotional loyalty,” says Björn Endter, Head of the Team Sports Division. Experience from recent years confirms this trend. Major sporting events regularly trigger additional demand in the retail sector. In the team sports segment, these effects are particularly pronounced. “Across the seven-country group, we are benefiting from a rise in turnover of around two per cent across all categories. Looking purely at the team sports segment, we regularly record growth of around ten per cent in event years,” explains Endter, adding: “The key factors here are public perception of the tournament and, of course, the sporting success of the national teams.”
The strength of specialist retailers
This development comes at a time when the team sports market is operating in a challenging environment. Online retail is heavily price-driven, margins are under pressure and market growth remains limited. At the same time, specialist retailers are continuing to gain in importance. “It is precisely in team sports that high-street retail can play to its strengths. Personal advice, proximity to clubs, high stock availability and services such as flock printing are factors that are difficult to replicate online,” says Endter. The growing importance of specialised retail concepts is particularly evident in the example of ABSOLUTE TEAMSPORT. The SPORT 2000 Group International’s specialist team sports format has been growing for years against the market trend and achieved a 22 per cent increase in turnover in 2025. With turnover of around 400 million euros in 2025 and 50, s across 16 countries, ABSOLUTE TEAMSPORT is now the world’s largest network of team sports specialists.
Between global brands and local communities
Whilst many brands have increasingly relied on direct-to-consumer models in recent years, a counter-trend is now emerging. Global brands are once again investing more heavily in specialist retailers and seeking partnerships with retailers who enjoy high credibility within their communities. “We are seeing a clear shift in strategy. Global brands recognise the value of specialist, brick-and-mortar retail partners. Expertise in advising customers, credibility within the respective sports communities and proximity to local markets cannot be managed centrally or replaced by digital solutions,” says Endter.
ABSOLUTE TEAMSPORT: Specialist and partner for team sports
For consumers, this means one thing above all else: guidance, trust and genuine support. This is precisely where ABSOLUTE TEAMSPORT positions itself. When it comes to team sports equipment, the network sees itself as the first port of call for clubs, teams and athletes. At the heart of this is the commitment to offer more than just products: personalised advice, in-depth specialist knowledge and a genuine understanding of the needs of players and teams. Local retailers are firmly rooted in their communities, speak the same language and share a passion for team sports. This creates a sense of connection that goes beyond the mere act of purchasing. “Whether individual players or entire teams: ABSOLUTE TEAMSPORT’s aim is to support them fully with the utmost dedication and 100 per cent commitment to team sports and the community,” says Endter. With this combination of international reach, local roots and specialist expertise, ABSOLUTE TEAMSPORT has become one of the most important growth partners in team sports for many brands. As the world’s largest network of team sports specialists, the format combines the requirements of international brands with the strengths of owner-managed, independent specialist retailers.
Emotional products as growth drivers
The impact of major events is particularly evident in the jersey business. Hardly any other product category benefits as much from the attention surrounding World Cups and European Championships as national team jerseys. “Jersey sales are and will remain the most important driver of turnover in the run-up to a major football event,” explains Endter, adding: “Success does not come from individual sales peaks, but from the strength of our specialist SPORT 2000 retailers. Their expertise, their local roots and personalised services make all the difference.” In addition to jerseys, customisable products and services such as flock printing, club kit and personalised teamwear benefit particularly from the increased attention. They combine emotional identification with tangible added value for consumers and clubs.
The long-term impact of major sporting events
For retailers and brands, however, the real opportunity lies not solely in the tournament itself. “Major sporting events create an emotional bond and generate lasting spillover effects. They strengthen communities, engage new target groups and generate business that extends far beyond the event itself,” says Endter. They reinforce trends that are already present in the market and accelerate their impact. The long-term added value lies in successfully harnessing the momentum of an event in a sustainable way.
Picture Rights: SPORT 2000 GmbH / ABSOLUTE Teamsport
