Gareth Southgate has insisted he will not follow Cristiano Ronaldo’s example by removing sponsors’ drinks bottles.
Portugal star Ronaldo set the tone by taking away two bottles of Coke and told fans to drink water while France superstar Paul Pogba removed Heineken bottles at another post-match press conference.
It is now becoming a running theme through the tournament which will enrage sponsors who pay millions and Southgate insisted that he did not agree with the protest as he said the money is vital to football.
England boss Southgate said: “Well, I think there are lots of sponsors in sport and the impact of their money at all levels helps sport to function.
"Particularly grassroots sport in our country requires a lot of investment and without some of those companies investing then very difficult to provide the facilities that we need.
"And I think with anything, of course we're mindful of, in our country, obesity and health, but everything can be done in moderation and I think anything that you take part in or partake in in moderation is rarely a problem.
"So, I understand the concerns that people have and obviously the two guys had different rationale for the two stances they took, but there's always a bigger picture to these things, I think.”
England captain Harry Kane added: “From my point of view I totally agree. I think obviously the sponsors are entitled to have what they want if they pay the money to do so.
"It's not something personally I've thought too much about. Obviously I've seen it go around on social media and things like that but if I'm totally honest I'm more focused on tomorrow then anything like that.”
UEFA have now warned they will administer fines to any players removing sponsors' products as it would go against the contracts they have with their respective governing bodies.
In Pogba's case it appears he moved Heineken for religious reasons, given he is a practicing Muslim and does not drink alcohol.
Ronaldo's stance is slightly more confusing given he once appeared in an advert for Coca Cola and has a vast array of sponsorship deals with a range of companies worth millions.
Italy's Manuel Locatelli also swapped the Coke bottles for water, though the action now appears to be becoming a joke among their fellow professionals.
Scotland's John McGinn sat down for a press conference with just water in front of him and immediately quipped: "No Coke?"
Ukraine's Andriy Yarmolenko became the latest player to poke fun at Ronaldo after scoring in the win over North Macedonia on Thursday.
"Can I do something? I’ve seen Ronaldo putting away Coca-Cola bottles recently," Yarmolenko said, before moving the products in front of him closer in view. "I’ll put Coca-Cola here, I’ll put Heineken right here up front! Guys, contact me!"
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