In the days leading up to the match against Brazil, TV sales doubled compared to the same period last year. At the same time, projector sales increased by 563 percent.
Projector revenue, in turn, increased by 560 percent, indicating that customers also chose products in higher price ranges.
We have rarely seen such a significant impact in such a short time. TV sales have increased sharply in the days leading up to the match against Brazil, but the most striking development is in projectors, says Ardian Gashi, Sales Manager for Sound and Vision at Elkjøp.
According to Gashi, it is primarily the largest TV screens, those over 75 inches with higher image quality and more advanced features, that are driving growth.
People want to watch the matches on the biggest possible screen. When public screenings fill up or the weather invites garden parties, many choose to create their own football arena at home, explains Gashi.
Follows A Strong Fiscal Year
The football-related sales peak follows an already strong fiscal year for the Elkjøp Nordic Group, which also includes Swedish Elgiganten. The Group recently exceeded 50 billion Norwegian kroner in revenue for the period 2025/2026, with e-commerce accounting for one-third of sales and Elgiganten in Sweden increasing by 8.4 percent in local currency.
Group CEO Fredrik Tønnesen stated in connection with the latest report that the new fiscal year had begun with increased demand for TVs due to the Football World Cup, a trend that has now been further strengthened during the championship.