Currys reported adjusted pre-tax profits of £191m, an 18% rise for the year to 2 May, while revenue climbed 6% to £9.25bn. Computing performed strongly, helped by interest in artificial intelligence and gaming launches, but the World Cup has provided a fresh lift.
Sales of televisions measuring 90 inches and above were up 221% compared with the period around Euro 2024. PerfectDraft home beer pumps also rose 27%, underlining how major tournaments turn living rooms into makeshift fan zones.
Baldock described current trading as “very pleasing”, with football helping drive demand for larger screens and match-day comforts.
Baldock also said he hoped England and Norway would remain in the competition into its latter stages. That wish carries sporting and commercial weight.
England’s progress would keep attention high across Currys’ UK business, while Norway’s involvement could extend the tournament buzz across the retailer’s sizeable Nordic operation. Every additional fixture gives supporters another reason to host friends, upgrade their viewing setup or stock up for a long evening of football.
The impact is rarely limited to the final itself. Tournament momentum builds through repeated matches, rivalries and national-team storylines, creating a rolling commercial opportunity rather than a single sales spike.
The football boost comes as Baldock prepares to leave after eight years as chief executive and move to Boots in the autumn. Fredrik Tonnesen, who leads Currys’ Nordics division, is due to replace him from next month.
The next England and Norway fixtures will therefore be important beyond the pitch. Their progress could sustain Currys’ World Cup windfall, while the incoming leadership will be judged on whether that momentum can survive after the tournament ends.