Sales of lingerie have shot up, with a major retailer reporting a 38 percent increase in purchases of bras, French knickers, suspenders, and corsets since the football tournament began June 8, a news tabloid reported.
Birmingham city has witnessed the biggest sales rise at 48 per cent. Liverpool is fourth with 45 percent and London fifth with 43 percent.
"My partner has been glued to the football every night so I bought a nice set of bra and knickers to get his attention," said Sally Williams, 29, an officer worker from London.
"It seems to have paid off, although obviously it's more difficult to distract him when England are playing," she added.
Brand director Gary Kibble said: "Lingerie is always popular around Valentine's Day, but we've been surprised to see the football has had the same effect.
"Football will hog television screens for the next 10 days so we expect this trend to continue."