As the Olympic Games Paris and the UEFA European Football Championship (Euros) light up 2024, new research by SAP Emarsys Customer Engagement has revealed that football fans are set to spend almost one and a half times as much as Olympics fans.

More than 2,000 UK consumers surveyed who are loyal to a football club will spend an average of £118 on watching the Euros.

This is compared to the £83 spent on the Olympics by consumers following the action this summer.

This means that on average, football fans will spend 42% more per head.

This spending is in stark contrast to many sports fans’ usual retail habits. Many are cost-conscious enough to abandon their usual brand of choice in pursuit of better value.

Just over two-thirds (66%) of football fans surveyed and 67% of Olympics fans have switched brands due to cost considerations and 67% and 68% respectively will typically replace a purchase if a cheaper product is available.

Around half of both football (48%) and Olympic (51%) fans surveyed expect reduced prices or better deals in exchange for their loyalty.

Both sets of consumers who consider themselves loyal to a particular retailer expect loyalty points or cashback to reward their loyalty – 49% of football fans, and 52% of Olympics fans.

This despite a third (35% and 36% respectively) only having used loyalty schemes for the first time in the past twelve months, potentially in the buildup to these sporting events.

42% of both sets of fans are using apps provided by their favourite brands.

The Euros is predicted to provide a £2.75bn ($3.5bn) mid-year boost for independent retailers.