As hopes of a World Cup win for England rise - trousers at Budget Van Insurance have fallen.
With the tournament underway, the intermediary has pulled off one of the most bizarre PR stunts Backchat has ever seen.
A message of good luck to the team by way of personalised England pants complete with "Good Luck England" emblazoned across the backsides of Budget staff.
Matthew Gledhill, managing director, Budget Van Insurance, said: "Admit it, we all have a lucky pair of pants."
It just goes to show - people really are crazy about football.
Backchat wishes our boys in the long pants good luck with their game today.