U.K. entertainment retailer HMV has had a torrid summer, with the World Cup hitting sales in the U.K. and Ireland.

In the 19 weeks to Sept. 4, total sales at HMV U.K. and Ireland were down 13.9% and like for like sales were down 14.9%. HMV did not publish the value figures in today's annual general meeting interim management statement. It stated that its market share in music and games remains "satisfactory."

For HMV Live, the company said its venues performed in line with expectations, including like-for-like sales at wholly-owned venues up by 8%. HMV acquired venue operator Mama Group in January.

When its live results are included in the results, HMV Group's total sales decline for the 19 weeks was 5.9%. Excluding live, there was a 9.9% decline.

The retailer is now hoping for a revival in the fourth quarter, particularly from new videogame products. However, consumer confidence remains weak in the U.K.

At the AGM, chief executive Simon Fox said first quarter (April-June) trading had been "difficult" and that "the World Cup disrupted the pipeline for new entertainment product, and the games market continued to be weak." The soccer tournament meant consumers were distracted by the TV coverage; there was a lack of major releases in the early part of summer because of the event.

"In line with our new strategic plan, over the summer we progressed the changes to our stores that will enable us to drive our new fashion and enhanced technology offers," Fox added. "These initiatives, combined with a stronger product line-up, particularly in games, are key to the delivery of a successful Christmas.”

The departure of long-time finance director Neil Bright and lingering concern over the strategy to become a broad-based entertainment group, also hit its shares, which were down 11.3% at 59.17 pence at 0945 GMT.

"Though they had warned that the AGM (annual general meeting) trading update today would be weak because of the impact of the World Cup, the news is still bad," Reuters quoted analyst Nick Bubb at Arden Partners.

“Overall our plans for the peak trading period are in good shape, and our focus is on providing our customers with the best offers across all product categories and live venues,” said Fox.

Fox told reporters that the group had aimed too high for its new High Voltage Festival, launched this summer in London and which suffered low attendance.

"Creating a brand new festival in a congested market is tough so our expansion plans for festivals are as much around existing brands and formats that are known to work," he said.

Fox said he hoped to have a successor in place by the time Bright leaves at the end of 2010.