Small Businesses Urged to Capitalise on Summer Football Bonanza with 'MATCH' Strategy

With a blockbuster summer of football on the horizon, including the European Championship in Germany and the Copa América in the United States, Britain's event economy is set for a major boost. Small and medium-sized enterprises (SMEs) are being advised to adopt the 'MATCH' framework — covering Marketing, Audience, Ticketing, Catering, and Hospitality — to maximise their share of the windfall from packed stadiums and fan zones. England's star striker Harry Kane and his Three Lions teammates are...