UEFA president Michel Platini has caused a minor sensation by revealing a solution to who will host Euro 2020 could be for up to 32 cities across Europe to do the job.
It has been known for some time now that UEFA are in a tricky position.
Platini wanted Turkey to host the competition after declaring their interest.
However, that bid is now compromised by the competing claim of Istanbul to stage the Olympic Games in the same year.
Logistically, it would be impossible to do both and the Turkey government is believed to favour the Olympic option.
This has put UEFA in an uncomfortable situation.
Although they have had other tentative approaches, including a joint proposal from Scotland, Wales and the Republic of Ireland, none holds particular appeal.
So, ahead of Sunday's Euro 2012 final between Spain and Italy, Platini floated an option straight out of left field.
"We could have one country with 12 different host cities or we could have it in 12 or 13 cities all over Europe. It could even be 24 or 32 nations.
"The idea came to my mind a while ago. It's just an idea, we have not decided anything yet, but it's something I really feel passionately about and the majority of the executive committee think it's a good idea too."
Platini confirmed a final decision would be made in either January or February, by which time he will have had a chance to canvass wider opinion.
It is believed the Football Association were aware of Platini's thoughts and actually, on a one-off basis, can see merit in the plan.
At a time of economic difficulties throughout the Eurozone, it would certainly save the massive infrastructure costs that tend to be associated with the event, such as new stadiums and airports.
Platini referred to both as he defended his plan.
The fact remains though it would completely change the tournament "experience" for supporters.
"There are low cost airlines and sometimes it costs less to go between London and Donetsk," he said, even if the argument, in that instance, was rather weak.
"It could still be four games per host city.
"It's just a small bit of information but it is very important and could be very interesting moving forward."
Platini's subsequent admission that he had drunk some vodka during his stay in Ukraine brought titters from his assembled audience because it felt like a plan that had been formulated over a few drinks in the pub.
Yet Platini is deadly serious.
"It would be a lot easier from a financial perspective," he said.
"Legally, it's not that difficult. It's the political decision that is important.
"We wouldn't need to build airports and stadiums, which is important, especially at this moment in time when we have an economic crisis."
By then, the European Championships will have become a 24-team tournament, an expansion many feel is not required, especially given the excellent of the current competition.
"We have 24 good teams in Europe," said Platini.
"If you think about the sides who aren't here, we can find another eight good ones; Norway, Serbia, Belgium and Scotland. The level won't drop at 24."
Platini admitted it still had to be worked out for Euro 2016 in France how the group system would work, although he did recall that in four 24-team World Cups, FIFA operated with six groups of four.
"I like the 24-team format, because we have the round of 16," he said.
"Then we have eight games with knockout competition and that's exciting.
"With 24 teams you get more games in a stadium. It is very expensive with just three."
Platini suggested it would even help the development of younger players because fewer managers would get the sack if they failed to qualify, rather ignoring what happens if those same teams get turfed out of the main competition without getting any points.
It did seem a shame for what was supposed to be a reflective look back at the tournament to be engulfed by such shock waves.
After all, with Ireland's supporters getting a special award for their excellent behaviour throughout the competition, Poland and Ukraine have a lot to look back on with satisfaction.
"When you consider what has happened here, and the great pride that has been taken in this tournament, it was fantastic to show western journalists football also exists in Eastern Europe."