Euro 2016 blunder to cost Denmark big

Danish economy to miss out on billions

Nov 18, 2015

It wasn’t just Denmark’s footballing pride that Zlatan and Sweden battered in Parken Stadium during the deciding Euro 2016 qualification match last night. The Danish economy took a significant beating as well.

While 24 nations eagerly prepare for France next summer, Denmark will be left out in the sporting cold, footing yet another bill for failing to qualify for a major tournament.

Not only will the Danish football association DBU miss out on 75 million kroner for taking part, but the Danish economy will also suffer.

Billions in the wind
When Denmark missed out on the 2014 World Cup in Brazil, a study released by the British Retail Consortium (BRC) roughly revealed that the Danish economy would miss out on 2-3 billion kroner.

Moreover, sponsorship and advertisement deals will suffer and merchandising revenue and TV broadcasters will also be way down as the zeal for the national team wanes due to Denmark’s absence.

Denmark only just released its new national team kit ahead of the deciding matches against Sweden, sales of which will be considerably down thanks to Denmark’s failure to qualify.

With Denmark not participating, retail spending will decrease. The pubs and bars nationwide won’t be as packed, and the breweries won’t sell as much alcohol. But that’s far from being the only issue.

Everything from restaurant sales and supermarket purchases to online gambling and airline tickets will decrease compared to if Denmark had qualified.

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