Beckham, Blatter and World Cup bartering
With David Beckham on hand to present their eight kilogramme bid book and David Cameron on the telephone offering his support to Fifa president Sepp Blatter, England's 2018 World Cup team undoubtedly won the PR battle in Zurich on Friday.
Unfortunately for them, celebrities and politicians will not be enough on their own to bring what is now arguably the world's biggest sports event back to England for the first time since 1966.
A strong technical bid - highlighting modern stadiums, English football's commercial strength and channelling that cash into a new global fund for the game - is half the battle.
The other half will be played out in hotel lobbies around the world as England's international strategy team - led by former Arsenal vice chairman David Dein - tries to convince the 24 members of the Fifa executive committee to choose them when they vote on 2 December.
That is not to say Beckham will not have an influence. His presence in Singapore when London won the bid to stage the 2012 Olympics was undoubtedly significant and his presence on that routemaster bus alongside Jimmy Page at the closing ceremony for the Beijing Games in 2008 tells you he is now our one genuine sporting statesman.
The 35-year-old former England captain's performance at Fifa House in Zurich was, as ever, self deprecating and genuine. His appeal to Blatter to give the World Cup to England because of the passion of our fans was heartfelt.
Blatter, however, is the shrewdest of political operators. The already complicated World Cup contest for 2018 and 2022 is made even more difficult to call once you factor in his 2011 re-election.
Two weeks ago, the 74-year-old Swiss set alarm bells ringing inside England's bid team when he described the Russian bid as "remarkable" and appeared to praise the country's "plans to expand". It confirmed what bid leaders have been saying for a while now - that Russia presents England's biggest threat.
The joint bid from Spain and Portugal is well connected politically and will carry the advantage of support from the bloc of three Fifa votes from the South American federation.
But the most entertaining submission so far on Friday came from Holland and Belgium, whose five-man delegation, which included Ruud Gullit and Johan Cryuff, rode in on bikes to stress their bid's green credentials. They are outsiders but Gullit told Blatter that their staging of Euro 2000 (is it really a decade ago?) shows they can handle big tournaments.
At the moment, the accepted wisdom is that these European bidders will battle it out for 2018 while the other five - USA, Australia, Qatar, Japan and Korea will contest 2022. But at the moment, Fifa is still accepting bids for both 2018 and 2022 from those countries who, like England, wish to double up.
Blatter tried to clear up which year England were going for, asking bid chairman Lord David Triesman on stage during the handover which one were they going for. Triesman, showing all the diplomatic skills learned during his time as a foreign office minister, turned the question back on Blatter saying they were happy for Fifa to decide.
There is no sign of that happening. England want to cut a deal with Australia or the USA to support them for 2022 in return for their backing for 2018. But until all that is cleared up, it is very hard to predict how this race will play out.
Update 1430 BST
England's big rivals Russia have just made their presentation, which was led by the country's deputy prime minister, Igor Shuvalov.
Vladimir Putin's number two promised Fifa president Sepp Blatter that Russia's bid was the only one out of the four European bidders which could transform a country.
Blatter was then handed a personal letter from Putin emphasising his support for the campaign, a move he welcomed, saying he was happy to see the leaders of the biggest country in the world getting behind football.
Cannot read too much into it, but Blatter's body language seemed much warmer to the Russians than the English delegation.