The FIFA World Cup is one the most widely viewed sporting events in Thailand. We at KResearch are of the view that the 2014 World Cup this time will exude a different atmosphere from before. Despite only a month-long competition, we expect that it will benefit businesses here considerably, especially in sales of consumer products, such as viewing devices, F&B and sports gear, thanks to a huge viewership, rising product prices and aggressive retail marketing campaigns, featuring product discounts, plus numerous merchandises and souvenirs introduced for the 2014 FIFA World Cup.
Given this, KResearch expects that their turnover during the 2014 FIFA World Cup will reach perhaps THB21.6 billion, rising 15.0 percent over normal sales. The highest proportion at THB13.5 billion will likely go to sales of viewing devices, followed by purchases of F&B at perhaps THB8 billion and sports gears at THB100 million.
Despite the short broadcast period, this quadrennial FIFA World Cup should generate much excitement and boost spending on related merchandise in Thailand. However, the atmosphere during one of world's most viewed programs here would be even better if the curfew is lifted in more locales.
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