Sporting events boost retail

The Jubilee and upcoming Olympics are boosting the ailing retail industry with both

merchandise and feel-good factors, and now retailers are hoping the Euro 2012 will be another profitable event.

Casual fashion and sportswear retailers may benefit from the tournament if the England team plays well.

Panmure Gordon analyst Philip Dorgan said the sales fillip from Euro 2012 might be less than in other years “as the team is expected to be underwhelming” but he added: “Overall it should be a positive for retail.”

JJB chief executive Keith Jones has said Euro 2012 will herald the first of “three Christmases” for the retailer this year, along with the Olympics and the back-to-school period. Sports Direct has said the Euro 2012 plus the Olympics should boost profits by £20m.