The Impact Of The World Cup On Businesses

The sporting event of the year is finally upon us and across the world spirits are high

. The World Cup is one of the few spectacles that draw the attention of all nations and in doing so it creates a sense of international celebration, hope and (far too often) disappointment! Despite the unifying spirit of the World Cup, it must be accepted that the impact it can have on business isn't always quite so positive. Although the host nation generate a great deal of revenue through an increase in tourism, top of the range television sales soar and pubs serve a never-ending procession of pints: most offices are blighted with an increase in absenteeism and an at least partially pre-occupied work force.

Staff motivation is going to be a major issue over the course of the World Cup; the big question is what's the best way to go about it? There is no universal answer here; it depends heavily on the nature of your business. In some cases it may be possible to show matches in the office provided it doesn't cause too much of a distraction, in other circumstances this may not be possible or conducive to productivity. The key is to minimise instances of unauthorised absence, maintain a high level of efficiency and to keep the staff focussed and happy.

In addition to the potential impact on staff, the World Cup could also damage retailers of non-football watching related items. Many online retailers are likely to be aware that something as seemingly trivial as a few days of good weather can result in a vast reduction in website traffic: with events such as the World Cup this effect is at risk of being emulated on a grander scale. Many people go on the internet in their spare time, if something else such as football is monopolising this spare time then they are likely to spend less time surfing the internet and as such less likely to visit your website. Similarly, funds which may otherwise have been available for luxury purchases could well end up contributing to the cost of visiting a pub to watch football or even heading over to South Africa.

If you're a business owner hoping to avoid suffering as a result of the World Cup, the key may be to embrace it! From the staff perspective some form of themed incentive may yield positive results in terms of keeping employees motivated whilst retailers would be well advised to consider launching promotions relating to the World Cup- however tenuous the link!

by: Jamie Lyons

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