Whatever happens in Brazil, the FA is investing in Wembley to make fans feel more involved with England. "We have engaged exactly the same agency that did Arsenal to look at the branding in those areas, to make it feel more iconic for England. Wembley have realised there is some cache in them selling Wembley as the home of English football, and the home of England in particular, rather than just say: 'We are a stadium for hire'."