Carlsberg is expected to get a boost from being commercial sponsor of the championships

Carlsberg is expected to get a boost from being commercial sponsor of the championships

Heineken and Carlsberg will get a short-term boost from many of its larger European markets having teams in the knock-out stages of the European football championships, an analyst has forecast.

Four of Heineken's top markets - France, Italy, Spain and the UK - have reached the last eight of the tournament, which is expected to provide a sales lift in those countries, according to Trevor Stirling of Bernstein Research. Carlsberg should also benefit from the presence of France, Germany and the UK - more specifically England - in the final stages, Stirling said in a note today (21 June).

The Danish brewer should also see an uplift from its sponsorship of the tournament, he noted.

However, Stirling suggested that, overall, there would not be a "significant net boost to consumption in spectator nations". 

"Using the UK as a proxy, we see 4.5% growth in beer consumption during the month of the competition followed by a drop in consumption of 3.8% in the month after the event," he said.

Stirling added that he expects "a net 0.3% growth across the two-summer-month period, with a minimal impact on annualised beer volumes."

On major brewers' potential in the host countries, Stirling said that SABMiller and Heineken are best positioned to benefit from the "modest potential uplift in Poland", as the number one and two brewers.

In Ukraine, Anheuser-Busch InBev and Carlsberg have significant market share.

"However," he added, "both countries are small contributors to the parent groups' overall revenue, and we think the impact on group earnings from host country volumes is unlikely to be material."