Coming out of COVID, UK retailer Frasers Group expected the 2022 Soccer Qatar FIFA World Cup would be a huge boost to its multi-billion-pound UK Sports Retail arm. But despite being dominant on the UK High Street for sport and leisure wear, this World Cup was something of a double-edged sword for the company as, due it being staged for the first time ever in the Arabian Peninsula, the Finals were to be held for the first time ever not in the Summer, but in December.

Source: diginomica