Operation”It Asda Be Coming Home.” Credit: Asda.

As England reaches the final in the UEFA European Football Championship on 14 July 2024, Asda has called extra time on the celebrations with its Operation “It Asda Be Coming Home”.

Customer searches on Asda.com for “England” have seen a 617% increase and a 130% increase in searches for “football” compared to the same day of the previous week. “England top”, “football socks” and “England kit” all feature in the top ten searches, according to Asda.

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The retailer is offering food and drink deals and expects to sell 150,000 pizzas ahead of the final, stating that its pizza counter gains a 20% sales uplift on match days.

Asda has sold 13.6m units of Budweiser since the start of the tournament and predicts sales of more than 2.4m bottles of beer over the weekend.

Total sales of BBQs across Asda Stores and George.com are up 52% month on month since the Euros began, and 473,000 beef burgers have been sold, alongside a 23% uptick in Asda’s football frosted cupcakes.

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The retailer is also offering a new “It’s Coming Home” viewing party bundle which includes burgers, alcohol, snacks, paper cups and plates, and napkins.

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Asda’s fashion label George’s top searches have unsurprisingly been related to the games including “England kit”, “football”, “football socks” and “England. baby”. 

The retailer has also sold more than 20,000 large-screen ultra-high-definition TVs sold since June 2024 and expects further sales.

These figures demonstrate the spending power of football fans, which a recent survey found to be 42% higher than Olympics viewers.

Since the last kick of the 2021 Euros final, the Asda Foundation has supported more than 6200 grassroots community groups with a total of more than £5m of funding, championing local sports groups across the UK.

Asda CCO David Hills commented: “We wish the England team all the very best and look forward to serving our customers as they prepare for the big game too – it’s coming home!”