The “Vice of soccer” is using the Euro 2016 tournament to show brands and fans just what it’s capable of.

No matter what hour of the day, day of the week, week of the month, or month of the year, there is someone in the world talking about soccer. It’s not just talking, though. It’s arguing, shouting, singing, writing, and every other form of human expression, all surrounding the game, even if the actual game is long over or yet to begin.

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