As football fans prepare for the European Championship in France, so do companies back in the UK, with a number of companies gearing up for a packed summer of sporting spectacles.
Domino’s pizza, in particular, is reported to be employing 10,000 extra staff as prepares for a huge summer of sport.
The UK’s largest fast food company thinks it will sell seven million pizzas to those tuning in to Euro 2016.
However, with the Euros, Wimbledon, Rio Olympics and Tour de France, as well as a number of cricket fixtures, other companies are also getting in on the action.
Just Eat is also expecting a bumper summer, though may have to compete with Deliveroo, while Britvic - given Robinson’s sponsorship of Wimbledon - is looking forward to top annual exposure.
Sainsbury clothing sales rose nearly five per cent in the first quarter, boosted by the supermarket’s football-inspired range, ahead of the European Championship which kicks off on Friday, according to Hargreaves Lansdown.
And Ladbrokes, Hargreaves Lansdown said, has become the new customer of choice for bookmakers, should do well - if England doesn’t win, that is.
That's right, Sports Direct, amid a heavy slew of negative headlines, might find some respite in the broodingly competitive events.