England’s Under-21s captured the nation’s imagination, with a staggering 3.7million (37 per cent of all those watching television) tuning in to see their thrilling extra-time victory over Germany in the Euros final.

Interestingly, the 3-2 victory, screened on Channel 4, was also the most popular programme for the key 16-34 market, with more than a third of that audience gripped by Lee Carsley’s men achieving back-to-back titles – a higher share than the BBC managed to attract for Saturday night at this year’s underwhelming Glastonbury.

Talks will take place over the coming weeks over an official event to recognise what is a superb achievement, with the players keen to jet off on long-awaited holidays after they landed at Birmingham in the early hours of Sunday.

It’s not just a PR own goal, it’s an M&S own goal. Marks and Spencer have linked up with England Women for the forthcoming European Championship, exhorting customers to ‘Eat Like a Lioness’ as part of their ‘Eat Well, Play Well’ campaign.

And while striker Beth Mead’s preferred snack of salted caramel overnight oats might go down well, those involved have been left with egg on their faces after promoting goalkeeper Mary Earps’ choice of salmon and avocado dragon roll.

The heroine of England’s Euro 22 triumph is on a host of in-store advertising across the country despite the fact she quit international football at the end of May – presumably too late for the PR gurus to change direction.

A staggering 3.7m viewers tuned in to watch England win the U21 European Championship

37 per cent of all those watching TV were gripped as Lee Carsley’s side defended their crown

The final achieved a higher share of the crucial 16-34 market than this year’s Glastonbury

Van Dijk misses glitzy summit 

Visitors to the annual Cannes Lions Festival were left impressed when Virgil van Dijk appeared as part of an event hosted by United Talent Agency. Liverpool’s Dutch defender did his bit for the global group, which also represents the likes of LeBron Hames, Sadio Mane and Jalen Hurts.

Some noted with a wry smile, however, that Van Dijk was nowhere to be seen the following night, when Liverpool hosted their own event on Google Beach at the glitzy creative networking summit which saw speeches by Hollywood stars Reese Witherspoon, Serena Williams and Jimmy Fallon.

M&S have scored a Lionesses own goal with Mary Earps still featuring in advertising

Virgil van Dijk was nowhere to be seen when Liverpool hosted an event on Google Beach

United back up revenue plea

Manchester United will make the point that government funding for infrastructure around their proposed £2billion new stadium at the side of Old Trafford will result in significant revenue boosts for the local authority and stakeholders. 

However, such a scenario is already set to unfold long before any ground is broken. 

Inside Sport has been told that Greater Manchester Combined Authority – the area’s 10 boroughs – have asked for planning permission to allow the vast car park on Greater Manchester Police’s former headquarters to be opened to the public whenever Ruben Amorim’s side are at home. 

The application, which could result in considerable sums for local government, also extends to concerts and events at Old Trafford cricket ground.

Manchester United already look to be providing a significant revenue boost around Old Trafford

TalkSPORT’s podcast rap 

A number of fan podcasts have cried foul after being taken under the talkSPORT wing.

The broadcaster snapped up a host of shows produced by supporters of clubs from Arsenal to Hartlepool under the promise of increased incomes thanks to their ability to attract sponsors. 

The model is that podcasts keep 75 per cent with the broadcaster taking 25 per cent. However, in recent months revenues are, in some cases, around 80 per cent less than what those involved had been told to expect with many receiving less than £10.

In an email to those affected, the broadcaster attempted to pin the blame elsewhere, on issues with their ad sales house. 

‘This is not good enough’ they added in the message. ‘Our sentiments exactly,’ said one disgruntled pod host. Others have been irked by a perceived lack of promised airtime on talkSPORT 2, which was part of the original sell.

A number of fan podcasts have cried foul after being taken under the talkSPORT wing

Lions make a splash down under 

The British and Irish Lions were quick to make a splash after landing in Perth for Saturday’s stroll against the Western Force. 

Andy Farrell’s men made their way to Cottesloe Beach on Thursday, stripped to their budgie smugglers and won admiring glances from some of the locals. 

Indeed, one witness explained that Farrell himself came across at one point to reign some of the group in and ensure they remained focussed on the task at hand.

The British & Irish Lions have been quick to make a splash after touching down in Perth

Coventry’s busy start 

Newly-ensconced IOC President Kirsty Coventry has had a smooth first week – although she has managed to upset the Russians by deferring an Executive Board debate on whether their athletes will be allowed to compete as neutrals at the Milano Cortina Winter Olympics next year.

Zimbabwean Coventry also has been true to her word and has already committed to revamping the process to select Host Cities for the Games. This could see a return to democratic elections which may concern India’s bid Ahmedabad, which some insiders claimed would win [the right to host] the 2036 Olympics on a wink and nod.