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England's loss to Iceland was perhaps the most embarrassing thing to happen in sport since England lost to another side they should have beaten. But that isn't the end of it.
The Three Lions may have changed their manager and tried to move on from their early exit from the Euros, although Sunday's game against Slovakia hardly suggests they've moved far, but they're still feeling the effects of that loss in France.
According to the Daily Mail that last 16 loss and a failure to get into the quarterfinals could cost the team their multimillion pound deal with kit manufacturer Nike.
The kit suppliers deal with the FA, worth £32 million per year runs out after the World Cup in Russia in 2018 and the country's continued failures at tournaments have put them off resigning with the Football Association.
There are very few opportunities for the sponsorship deal to work in Nike's favour between now and the next tournament and the company are said to be considering their deal to cover the FA Cup and St George's Park too.
England's chance of matching Adidas' £40 million-a-year deal with Germany disappeared with their poor showing in France and Under Armour are said to be the best bet for the next deal.