Probably the cutest eye-catcher at the European Championship finals in London was the little prince.
The fact that George - after the British succession to the throne, the king after next - was a guest at the final was astonishing because the football game went from 8 p.m. to around 11 p.m. local time - quite late for a seven-year-old.
But for the final, his parents William and Kate (both 39) were happy to make an exception.
George had already been to Wembley Stadium for the round of 16 against Germany, but that had started on June 29th at 6:00 p.m. CEST (5:00 p.m. local time).
At the finale, George was in a kind of partner look with his dad from the beginning.
The first goal for England fell shortly after kick-off.
George's cry of jubilation with his mouth wide open went viral on the net.
He looked up at his father - in a jacket and tie - and fell joyfully around his neck and then his mother too.
In the end, after the penalty shootout, George was disappointed.
William comforted him in the gallery.
As a Royal, George was just a normal England fan - even if the eight-year-old Prince, who was born in 2013, would hardly be able to measure the dimensions of the English defeat - 55 years without a title at a major tournament and the further waiting for it.