World Cup Drives TV Demand; Belgian Retailers Estimate 50% Sales Jump in June

(CNA, Brussels, by Wu Po-wei, June 11) The official start of the 2026 FIFA World Cup today has increased demand from fans wanting to watch the matches, driving up television sales. Electronics retailers in Belgium estimate that TV sales growth in June could reach 50%.

According to reports from The Brussels Times and the Belga News Agency, Belgian electronics retailers and large chain stores are capitalizing on the strong demand for audiovisual equipment generated by the World Cup frenzy, launching numerous promotions to attract consumers.

The reports indicate that retailers have generally seen a significant increase in TV sales this June, with some optimistically predicting growth could reach 50%, and potentially as high as 70%.

Some consumers are seeking a better viewing experience, leading to increased popularity for televisions with larger screens and higher refresh rates. According to statistics, sales of such TVs have increased by 30% to 35%, while sales of soundbar audio equipment have also risen by 15%.

Analysis suggests this sales surge began in early May and is ongoing, with future sales performance expected to be closely linked to Belgium's performance in the World Cup.

Belgium's first match in this year's World Cup will be against Egypt, kicking off at 3 a.m. Taiwan time on the 16th. (Editor: Tang Sheng-yang) 1150612