England's summer off could cost UK economy £1bn
LONDON - England's disastrous failure to qualify for Euro 2008 last night, by losing to Croatia at Wembley, is expected to cost the UK economy around £1bn, with retailers, advertisers and football sponsors among the biggest losers.
A summer marked by a sharp downturn in ad revenues, major sponsorship deals, brand tie-ins, TV rights, kit sales and marketing promotions across high street retailers and supermarkets can now be expected.
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This follows England's 2-3 defeat to Croatia in the team's final group game at Wembley last night.
The UK advertising industry alone was estimated to have spent over £300m during last year's World Cup.
The British Retail Consortium said England's participation in the 2006 World Cup in Germany earned the country around £1bn.
The team's shirt sponsor Umbro, currently being acquired by Nike for £285m, is set to lose millions of pounds from the loss in sales of replica England football kits.
Umbro issued a profits warning this morning after admitting it would not be able to meet its profit targets for the year.
In a statement, Umbro said it was braced for a "substantial reduction in expected sales volumes" following the match result.
Nike's attraction to Umbro stems from its lucrative kit deal with the FA, and although the takeover has been welcomed by the governing body, poor sales of Umbro's replica shirts this year have already forced the company to revise its profits forecast from £30m to £22m. Shares in Umbro were down 4.5p or 2.6%.
The loss will also hit retailer Sports Direct, which owns 29.9% of Umbro, and is a major seller of England kits.
Shares in the sports retailer fell by more than 18% this morning, as it warned trading would be hit by England's failure.
Other major companies set to lose out include Setanta Sports and ITV, which have recently signed £150m deals for overseas TV rights.
The FA's sponsors, which include Nationwide, Carlsberg, E.on and McDonald's, will also lose out. Although English football's governing body said qualification failure would not affect its contracts.
However, the FA estimates it will miss out on £10m of potential income in being unable to sell licensing and merchandise rights for next year's tournament.
England's loss will further impact on the UK economy through the absence of all home nations from Euro 2008, which starts in Austria and Switzerland in June 2008.
England were gifted a second chance at qualification at the weekend when Israel got a shock result against group rivals Russia to open the door for Steve McClaren's team.
A draw against Croatia at Wembley would have been enough to secure qualification, but England let in two early goals to the visitors through major defensive errors, then drew level, to be denied by a third Croatian goal less than 15 minutes from time.
Alex Fynn, the former director at Saatchi and Saatchi and a football industry consultant, told The Daily Telegraph: "The knock-on for the whole game is very significant.
"Maybe not as much in the past, because the Premier League is so strong, but there's no doubt [England's absence] can have a damaging effect for the whole of English football's economy."
In related news, the UK Takeover Panel is to examine whether Sports Direct and rival sports retailer JJB are working to thwart Nike's takeover of Umbro. Together, the two own 38% of the England shirt maker.
According to reports, the UK Takeover Panel is examining whether the two are acting as a "concert party". The Daily Telegraph said that with Nike's offer document due to be posted to Umbro shareholders later this week, speculation about the retailers' motives is increasing.
If the Takeover Panel feels they are working together, the panel could force the retailers to reduce their combined holding to less than 29.9% or launch a full bid.
Umbro: to lose out on replica shirt sales
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Comments
SIMON CARTER - 22/11/2007
I can't think of a better reason to book a fantastic holiday & get away from the dispondency in a hot, far-off climate many miles from the nearest TV set...
Craig Miller - 22/11/2007
The funniest thing is Steve McClaren doesnt even realise how much he has buggered up the economy! He said that he is sorry for the fans but hang on a minute - with the credit crunch and uncertainty in the markets, this idiot has just added to it! I'm all for a public hanging!
TONY ATTWOOD - 22/11/2007
Don't blame McL. The man's a fool, as anyone who watched Middlesboro will know, but consider and admire the trick played by the FA. They appointed him, they set up the Premier League as the solution to England's problems (a league they now blame for England's woes) they built Wembley with its terrible pitch - they are 100% responsible - and yet all of them - yes all of them - have kept their jobs. Clever if you can do it.
Alex Donohue - 22/11/2007
The FA can't hope to solve a problem by using the same logic that created it in the first place. Until they realise that nothing will change.
Colin Montgomery - 22/11/2007
Your squawky fear piece about the potential economic consequences of England's dismal on-field antics inadvertently provides a perfect summary of the reason for failure. To bastardise a famous Economist ad headline (how apt): 'Football v money. Away win.' It may be fashionable to decry the absurd amounts of dosh sloshing about in the Premiership but, frankly, bandwagon or no bandwagon, it's true. What used to be English football's trump card: 3 lions on a shirt, passion, never-say-die Blighty spirity and all that has been lost in a domestic game run by an unholy alliance of grasping corporates and dodgy backers. As a result, no matter how much the likes of Beckham et al protest otherwise, status and wealth as a by-product of a circus replete with foreign mercenaries clearly matters more than playing with pride for your country. But still, let's forget all that and weep because Umbro's shares have gone down. George Cohen was spot on...
Alex Donohue - 22/11/2007
Colin, while your comments about how much football is dominated by money these days are perfectly valid, there are still flaws in these sorts of arguments. Football is no special case here. Motorsport, rugby, tennis, cycling, athletics, golf, cricket - The list goes on and on - they're all dominated by and now totally dependent on sponsorship, and the astronomical amounts sponsors potentially recoup for when a team is successful is (rightfully) in proportion to the amount they lose when they back the wrong horse (figuratively speaking). It's a gamble; companies don't plough money into sport pro bono. But that isn't to criticise the ones that have done so and have done good for sports in England and elsewhere. Either way, "squawky fear piece" or not, the economic consequences are very real for the UK economy and people who just love watching and playing sport. Myself included.
Jeremy Lee - 22/11/2007
It's a gripping, and easy, news headline - ond one that has been adopted by all the nationals - but is it more than this? Can't see how England's dismal failure result in anything other than a reallocation of people's disposable income
Alex Donohue - 22/11/2007
Well, yes in one way Jeremy. Holiday abroad anyone?
Jeremy Lee - 22/11/2007
I don't even know you! Plus I think an off-peak week in the IoW, November perhaps, is enough for any true Englishman
Mike Blunt - 22/11/2007
It will cost a lot of firms money in lost revenue, but only those concerned with the sports sector, and its related promotions and sponsorship. The rest of us can use the money we would have spent on lager and replica kits to pay off our credit cards and thereby avoiding the credit crunch. Well done McClaren you've saved the economy!
Colin Montgomery - 22/11/2007
Alex, fair enough. My point was more passion than clinical marketing reality. Sadly, not a state of affairs echoed on the pitch at Wembley last night. Still, £2m for failing isn't too shabby. A great example to set one and all. Incidentally, if you haven't read Tom Bower's book on the greed and vanity that's ruining English football I heartily recommend you get hold of a copy.