German retailers expect only modest boost from World Cup

BERLIN, June 10 (Reuters) - ‌German retailers ​expect ​the soccer World Cup starting on June 11 to provide a modest boost to ‌sales, though the impact will likely be limited ⁠to specific sectors because the tournament is being held ‌outside Germany, retail association HDE ‌said on Wednesday.

A survey of around 400 companies by HDE found that about a quarter of ​retailers are stocking promotional goods or products linked to the World Cup, with food retailers, ⁠clothing and footwear stores, sports shops, DIY stores, electronics retailers and ​toy sellers among the most active.

"Major sporting events can have a positive effect on consumer ​sentiment and generate sales momentum," ‌HDE head Stefan Genth said.

But he said that for events not held in ⁠Germany, sales effects were largely confined to individual sectors and product categories, meaning the World Cup in the ⁠United States, Canada and Mexico was not expected to generate ​a significant uplift in retail consumption across all sectors.

Companies selling soccer-related products expect positive effects, but generally only on a ‌small scale, HDE said.

"The further the German national soccer team progresses in the ‌tournament, the better it will be for the ⁠mood in the country," ‌Genth said. "Consumption is ​to a large extent psychology."

(Reporting by Rene Wagner, writing by Maria MartinezEditing by Ludwig ‌Burger)

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