The FIFA World Cup has officially kicked off and England fans are hoping that 2018 will be their year! We used our pioneering emotional analysis platform, The Observatory, to understand which brands and footballers hold most sway with England football fans.
Vauxhall, Carlsberg and Lidl are three among several brands partnering with the England team but what are the partnerships that should have been?
From Adidas and Coca Cola to Hyundai & Qatar Airways, could there have been a better choice?
And who are the most influential players for England fans?