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Euro 2012 Has Local Impact on Lingerie Sales as Women Compete for Their Men’s Affections

It’s an old sports adage that you’re not supposed to, uhm, ‘do it’ the night before the big game. While there’s little evidence to back up the claim that it really does any harm to the competitive spirit (or competitive biology) sex and sport are apparently in competition with each other in a more direct way during Euro 2012.

According to the UK tabloid The Sun, sales of lingerie have skyrocketed (warning, link is possibly not safe for work) since the Euro 2012 tournament began on June 8, apparently an attempt by wives and girlfriends to compete with football for their significant others’ affections.

“My partner has been glued to the football every night so I bought a nice set of bra and knickers to get his attention,” says one office worker. “It seems to have paid off, although obviously it’s more difficult to distract him when England are playing.”

Among individual English towns, Birmingham has seen a 48 percent increase in lingerie sales since the beginning of the tournament, while Brentwood and Preston check in at 47 and 46 percent, respectively.

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