In France, there is football (= soccer for Americans) mania since the Euro championship started last sunday.
A lot of companies are banking on the event. One of the them stood out.
That is Lidl, the german low cost distributor, because it showed a football player but not his face as you can see in the first picture. The jersey is also a generic one, so they don't have to pay any money to the player or the team! They associate with an event just by being creative, but without paying extra!