Convenience retailers are expecting big sales from Euro 2016 and other summer sporting events after working with their symbol groups to develop bespoke promotions and eye-catching merchandising materials.

Craig Crossey-Truesdale, store manager at The Chalet Costcutter in Portadown, County Armagh, has been working with his group to develop a dedicated Euros beer display, including a set of goal posts made entirely from multipacks of Carlsberg.

The move has led to an additional £5,000 in sales for the store in the first week, with Northern Ireland footballer Luke McCullough also visiting the store to admire the display.

Mr Crossey-Truesdale said: “We’re offering a £1.50 saving on eight packs of Carlsberg and we’ll be running offers on products associated with whoever Northern Ireland is playing in their group – such as deals on wine when they play France.”

His comments come as Costcutter unveiled its new ‘summer of sport’ marketing campaign, including deals on drinks and barbecue essentials running between 12 May and 14 September.

The group is also giving retailers the chance to download Euro 2016 wall planners and card games for shoppers on its ActivHub website.

Meanwhile, Raaj Chandarana of Premier Tara’s News in High Wycombe, said he will look to grow snack sales during the football after convincing Booker to start stocking premium popcorn brand Propercorn.

He said: “We have been asking Premier to get it in for a while now and we’re launching it with a buy one, get one free offer.

“Booker has also brought back 15 packs of beer at £10 for the football and we’ll be doing our own Euros sweepstake for customers – it’s a big opportunity for us.”

Meanwhile, Luton retailer Peter Mann praised Nisa for its upcoming deals around the Euros and Wimbledon tennis.

He said: “We’ll be pushing out bottles of Pimm’s at £9.99 and 1.5l bottles of Volvic at 59p, and the PoS has also been improved this year.”