June 2026 ertonline.co.uk STU’S VIEWS


1,000 inches, which really puts into perspective what “going big” can mean! For electrical retailers who choose to add


value to a box, that opens up an interesting opportunity. Unlike a straightforward TV sale which is frequently based upon size and price, projectors naturally invite a bit more conversation. Whether it’s room layout, lighting, screen size, or placement, there’s a level of advice involved that adds value and helps move the discussion away from pure price comparison. It becomes less transactional, and more about helping customers create an experience.


Football’s Coming Home By Stuart Tickle, Managing Director at AWE Europe


Whether it’s the buzz of a major tournament or the build-up to the World Cup, history tends to repeat, and as the anticipation builds, so does demand for larger displays. For electrical retailers, it’s often a familiar pattern: customers looking to upgrade in time for kick-off - wanting something that feels a step up from the everyday. TVs are getting bigger and more affordable every year, with 100 inch sizes starting at the price point of a decent 65 inch screen just a few years ago, so it’s interesting to see how projection technology has evolved alongside them, offering something genuinely different rather than simply being an alternative. The sales bump isn’t just anecdotal.


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According to Omdia’s latest global TV market forecast, annual TV shipments are expected to exceed 210 million units in 2026, with growth directly linked to promotional activity around the FIFA World Cup. The report highlights that the tournament is acting as a key demand driver, particularly in Europe, where TV shipments are forecast to grow year-on-year as fans upgrade


here’s something about a major sporting event that gets people thinking bigger. Bigger gatherings, bigger atmosphere… and, inevitably, bigger screens.


Recent developments in their home viewing setups ahead of the event. projection


technology have also made a noticeable difference. Take the latest generation of laser projectors, like the new models from Epson and Optoma. We’re now seeing brightness levels of up to 10,000 lumens, alongside 4K resolution and support for high frame rate content, which means they’re just as comfortable handling fast-paced sport as they are showing films. What that translates to in real terms is flexibility. These projectors aren’t limited to blacked-out cinema rooms anymore – they’re designed to perform in brighter, everyday living spaces, delivering the largest-scale images that can stretch well beyond what most even the largest TVs can offer. In fact, some of these systems are capable of producing images up to


Big summer of sport And then there’s the seasonal angle. Summer sport and (hopefully) better weather bring with them more social viewing. Think friends round, doors open, maybe even taking things outside. Portable and flexible projection has come a long way, making those kinds of setups far more achievable than they once were. It’s an easy way to turn a match into an occasion. Of course, TVs will always have their place, and we love them here at AWE. But it’s worth remembering that projectors are no longer the niche option they once were and are miles apart from what people remember from watching a match in the pub down the road. They’re brighter, more capable, and more adaptable than ever, and for sport and other live events in particular, they offer a sense of scale that’s hard to replicate. Ultimately, events like the World Cup don’t just drive sales, they raise expectations. Customers aren’t just looking to watch the game, they want to feel part of it, and when that’s the goal, sometimes thinking beyond the traditional screen is where the real opportunity lies. Speak to us at AWE and get trained for free.


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