For some players, Euro 2016 represents a chance for glory and the opportunity to write themselves into their country's folklore.
And for others, it's all about getting in that shop window. What's been unusual about this tournament so far is that it doesn't seem to have stopped the relentless transfer speculation surrounding some of Europe's most wanted.
That's good news because if buying players is your thing, DraftKings is back for another week of fantasy football. As always, here are three who are set to stand out.
Romelu Lukaku (Belgium)
Having had his mind on a move to Chelsea for so long, Romelu Lukaku could be forgiven for forgetting that he's one of Belgium's main hopes this summer.
With 18 goals in 37 appearances, he picked up +10 fantasy points for a goal almost half of the time last season. There's more to his game than that, though, as he also put in 31 crosses, each earning +0.75 points, and a further 48 shots on goal, all worth at least +1 point, and +2 if they were on target.
The only concern with Lukaku is that his physical presence could see him lose -0.5 points for fouls conceded, with yellow cards now coming at a cost of -1.5. That shouldn't deter Chelsea too much, though, as they need someone who can throw their weight around.
Lukaku is a serious contender for the Golden Boot, so it goes without saying that he's a great pick.
Click here - to select Romelu Lukaku
Eric Dier (England)
England don't have another player quite like Eric Dier. The Spurs midfielder may have grabbed the headlines with what looked like the winning goal against Russia (as we all know, it wasn't), but the truth is he's been doing things like that for a while.
The fact that he was on the scoresheet shouldn't be a surprise either, as he previously picked up +10 points with a last-minute winner in the warm-up match against Germany.
Dier has shown he can be the complete midfielder, having moved to that position under Spurs boss Mauricio Pochettino. The 22-year-old used to be a defender and that shows in his tackling ability, with successful tackles earning +1 point.
He is, of course, one of five Spurs players in the England line-up, but he is perhaps the only one who offers such a variety of talents.
Click here - to select Eric Dier
Alvaro Morata (Spain)
Alvaro Morata is another player who has barely had a chance to think about football in recent months. The Juventus striker is reportedly the subject of interest from Premier League trio Arsenal, Manchester United, and Chelsea.
In 16 appearances on DraftKings last season, he attempted an impressive 40 shots on goal at +1 point apiece. If Spain do well in this tournament, it could well be thanks to his creativity, as he got 5 assists this season, all worth +6 points.
Spain have a good record against the Czech Republic, and Morata can play a big part in continuing that. Last time out, Scotland proved too much for the Czechs, so it will certainly be interesting to see how they cope against one of Europe's most highly-rated strikers.
Several of Europe's top clubs will undoubtedly have an eye on him at the Euros, so while he hardly needs to make a name for himself, he might come out of it with an even bigger price tag.
Click here - to select Alvaro Morata