Prince Joachim of Denmark says World Cup progress is doing wonders for business at home and abroad.
The performances of Morten Olsen's players in winning Group A and eliminating world champions France cannot be underestimated in financial terms, he says.
"The international press have been running the picture of Jon Dahl Tomasson celebrating after one of his goals against Uruguay for several days," Prince Joachim adeed.
"Even today it was used as an illustration for a business article about the Korean economy in the Financial Times. That means a lot for Denmark and Danish businesses.
"Danish businesses abroad benefit when our country gets publicity. The national football team are ambassadors for Denmark."
The team play their second-round match against England in Niigata. "I'm convinced that Danish businesses in Japan can build on our success when we play in the next round," he said.
The football-mad prince, who has been in Korea watching the national team, told Berlingske Tidende that the World Cup was an excellent means of forging business and cultural links, particularly when there were no hooligan problems.
"If South Korea had been beaten by Poland, it would have been difficult to talk about football with my hosts.
"Since both countries have been doing OK, the talking seems to glide along more easily," he said.
"It goes like this: The Korean hosts start off by praising the Danish performance. Then you do the same about the Korean team - and there you are praising each other.
"That makes the conversation more relaxed."
The Danish triumph over the French favourites particularly delighted the prince, who had predicted the holders would retain their crown before the tournament began.
"I think we have made our mark on this World Cup," he said.