Average gambling spend during Euro 2016 was €105 – 20% more than predicted


  • 84% of us tuned into watch a football match at some point
  • 60% of those who travelled to France funded the trip with savings while 19% took out a credit union loan
  • 66% of people spent time on Facebook following the matches or looking up content related to the tournament

New research conducted by Livewire, the sponsorship specialists, shows that Irish people spent considerably more on food, drink, gambling and sporting memorabilia during the Euro 2016 football tournament than usual.

Before Euro 2016 kicked off, Livewire teamed up with Ignite Research to survey 1000 people on their plans for the tournament as part of the Livewire Euros Insider. A second poll was conducted in the week of the final had ended to gauge if consumer behaviour had matched what people had originally planned. Below is a list of the key results from the research.

Spending Trends – Food, Drink, Gambling and Memorabilia:

  • Before the tournament began, those who planned on gambling had estimated they would spend an average of €85. By the end of the Euro 2016 however, their average spend had risen to €105, 20% more than they had originally intended
  • Those who were planning to buy football memorabilia thought they would spend €44, however the average spend was €150, over 3 times their original estimate
  • Those who planned on spending more on food and drink during the tournament had estimated they would spend an average of €122 more. By the end of the Euro 2016 however, their average spend had risen to €133, 9% more than they had originally intended

Who watched the games?

  • 84% of us tuned in to watch a match at some point
  • Livewire research highlighted that 90% of us planned to watch Euro 2016 on television at home
  • While just over a third of women planned on tuning in to Euro 2016, it turns out that 80% of females polled after the tournament said that they watched a match at some point
  • Livewire estimates a total of €4million was spent on advertising across RTÉ and TV3 throughout Euro 2016, considerably more than was spent on either Euro 2012 or the 2014 World Cup. On the whole, the gambling sector made up 11% of all adverts shown during Republic of Ireland matches.

Who went to the Euros and how did they fund the trip?

  • 6% of us made the trip to France to enjoy the tournament and help Irish supporters earn the reputation of the ‘Greatest Fans in the World’.
  • Of those who travelled to France, it seems that many had been planning their trip for some time, with 32% saying they used savings to fund their trip while an additional 28% reported they had saved specifically for the tournament.
  • Interestingly, 19% of those who travelled borrowed from their Credit Union to fund the trip.


Digital trends and second screening:

As with other recent sports events, the explosion in second screening and digital activity during matches has continued. While TV remains king for live match viewing, the role of social and digital media for further fan engagement is clear.

  • 43% of people who watched some of Euro 2016 used a second device to look at content or follow the tournament. Computers/Laptops were most popular at 23%, with smart phones a close second on 21%.
  • 66% of people spent time on Facebook following the matches or looking up content related to the tournament.
  • WhatsApp was also popular with 28% of respondents saying they used this service and a quarter of those questioned used Twitter to follow matches or look at content.


Jamie Macken, a Partner with Livewire, says:

“Livewire, in partnership with Ignite Research, has highlighted some interesting trends with regard to consumer behaviour during the Euros. The tournament seems to have lifted people’s spirits – it’s obvious there was a sense of optimism around the country and this was evident in the fact that many spent more on food, drink and household goods than they originally intended to. Of course, this is also good news for sponsors.

TV continues to be the most popular way to consume live sport but sponsors and advertisers must utilise social and digital media to capture the hearts and minds of fans.”


For further information, check out http://www.livewire.ie/the-wire

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