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Some said it displayed a "white saviour complex".

With the money it is generating, I am working to expand the product range and develop better packaging and invest in more marketing, so it's definitely been my saviour.

"It's been my saviour. It's taught me so much. And I believe it's made me who I am today."

Less than a month later, Bellingham was England's saviour against Slovakia when, with the Three Lions just seconds away from an embarrassing Euro 2024 last-16 exit, he produced a moment of genius.

"I understand the whole thing about the 'white saviour complex'," he told Radio 2's Jeremy Vine.