Football fans are significantly more likely to loosen their purse strings when their team scores, with the average goal triggering spending on everything from drinks and food to merchandise and future match tickets, according to new research.
A survey of 2,000 UK football supporters, commissioned by Post Office Travel Money, found that 37 per cent of fans spend more freely when their team finds the back of the net.
Celebratory drinks topped the list of goal-inspired purchases, with supporters spending an average of £17.70 per goal, while food bought while watching matches added a further £15.91. Fans also reported spending an average of £22.06 on team merchandise following a goal.
The research found that 13 per cent of supporters have even purchased tickets for a future match after celebrating a goal, with total spending linked to a single goal potentially reaching £188 per person when additional purchases such as nights away are included.
Whether a goal leads to extra spending often depends on the context of the match, with factors including whether it puts a team ahead, the importance of the fixture and the identity of the opposition influencing fans' willingness to spend.
The findings come as football supporters prepare for a summer of international action, with Post Office Travel Money predicting strong demand for sport-related travel.
Laura Plunkett, head of travel money at Post Office, said: "For many fans, watching football abroad makes the game all the more special – it's become a key holiday experience.
"With the upcoming summer of football, we're anticipating a huge year for sport-related travel, as fans flock to watch make-or-break games, savouring each win and experiencing every heartbreak."
More than a third (36 per cent) of fans admitted they had woken up after a match to discover they had spent more than intended because of the result, although 55 per cent said they deliberately save money in advance to enjoy matchdays.
Before the final whistle, 34 per cent have made celebratory purchases when their team appeared to be heading for victory, including season tickets or premium memberships (11 per cent) and spontaneous weekends away (10 per cent).
Justifying their goal spend, 31 per cent said it’s fun to live in the moment, while 21 per cent see it as a special occasion, according to the OnePoll.com research.
The most common goal-triggered purchases were celebratory drinks, rounds of drinks, food, bar snacks, team merchandise and future match tickets, highlighting the commercial opportunities major football tournaments can create for hospitality and retail businesses.