Gareth Southgate was appointed England manager two years ago and transformed the national team to such an extent they went from a humiliating defeat against Iceland in Euro 2016 to their first semi-final for 28 years in this World Cup.
We imagine if - sorry when - England get through to the final, BA and other companies will have to up their game even more.
That the nation will be backing them to gain revenge for the World Cup semi-final loss to France in 1998 is without question, as is the fact that there will once again be an army of fans decked out in red and white checks at the Luzhniki Stadium.
England fans were left devastated tonight after being beaten by Croatia.
Sime Vrsaljko has been one of Croatia's best players as they have stormed into the World Cup final in Russian Federation against the odds.
Appearing as a pundit on beIN Sport, Souness suggested England midfielders Dele Alli and Jesse Lingard were the weak links in a team that lost control of the game after a bright start in Moscow.
Had Kane added to his six goals in Russian Federation with either of his back-to-back chances in the second half against Croatia on Wednesday (NZT Thursday), when England was dominating and led 1-0, he could yet be lifting the trophy.
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"It's been great to get to this stage but we wanted to keep going".
"We worked so hard".
In Moscow, Croatia fans said they were taken aback by their side's win.
Despite not making the final, England have one more game to play at the World Cup when they face-off against Belgium on Sunday morning (AEST) in the third place play-off.
Towering defender Harry Maguire has risen to cult hero status at the World Cup and he has had an army of family and pals following him around during the tournament.
"I think that's maybe something for a couple of days time, at the moment we all feel the pain of this defeat", he told reporters. But once you're here and played as well as we did, you want to take those opportunities in life.