Germany's early exit from the 2026 World Cup hurt retail sales

The German national team’s unexpected defeat in the round of 16 of the World Cup had a significant impact not only on fans but also on businesses that had counted on the traditional sales growth during the tournament. According to Bild, Bavaria has already revised its economic expectations related to the tournament. The local retail association had previously forecast that soccer-related sales could reach around 400 million euros. Following the national team’s elimination, the forecast was lowered to approximately 300 million euros.

Industry representatives acknowledge that even before the tournament began, the buzz was weaker than expected. Some sporting goods stores had already reduced their orders for soccer merchandise, particularly national team jerseys. “Many sporting goods stores ordered fewer jerseys even before the tournament began,” said association representative Bernd Olmann.

Experts explain that the potential economic impact could have been significantly higher had Germany advanced to the later stages of the tournament. In that case, increased interest in fan merchandise and products for watching the matches could have bolstered domestic demand. In particular, if the team advanced to the round of 16, it could face France, which, according to analysts’ estimates, would further boost fan interest and sales.

However, as Bild notes, even on a national scale, the World Cup did not guarantee sharp economic growth for the retail sector. Even before the tournament, the German Retail Federation predicted only a moderate increase in consumer spending, with no expectation of a true “soccer boom,” according to Bild.

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