One man stepped forward to lead the singing and dancing of the uniform crowd, dressed in red and white, their faces daubed in paint. They were chanting and shouting, arm in arm, forgetting for a moment any grievances or differences as they lost themselves in ecstatic union. Then they found their way back to the bar for the next round, as the English fans continued to pour out libations in celebration of an impressive World Cup win over Mexico. It was a moment in which the advertisers, organisers and fans were proven right – the beautiful game has the power to transcend divides, shifting the course of daily life down a different route for a moment.