IT ONLY happens every four years so maybe that's why you can feel excitement in the air wherever you go.
No-one is talking about anything other than football and everyone is supporting the England team. But it's not just their silky skills on the pitch that are much admired, footballers are now popular style icons too, and half the England squad wouldn't look out of place on the catwalk.
You may not have the footballer's pay cheque or the jet-set lifestyle but you can look just as good this summer.
Rio Ferdinand has teamed up with Ben Sherman to design a limited edition range of clothes and accessories with football fans in mind.
The range is available exclusively at the Trafford Centre but you have a chance to win one of the exclusive Rio Ferdinand watches - as worn by Rio himself.
To be in with a chance of winning, answer the easy question in this week's Observer.
