FA chief executive Martin Glenn has told England to make the most of home comforts by winning at Wembley when London hosts the final of Euro 2020.
Glenn was speaking at London's City Hall, where the branding for the tournament was unveiled along with the 12 other European host cities of the one-off tournament.
With Wembley hosting the two semi-finals and final, FA chairman Greg Clarke challenged England to "at least replicate" their achievements the last time the country hosted the Euros in 1996, when they reached the semi-finals.
But when asked if that was ambitious enough, Glenn added: "We'll turn up to every tournament as contenders. That has to be our expectation.
"You can never say you're going to win it because everybody else wants to win it too.
"But that is our ambition: to turn up to every tournament as a reasonable favourite and take it from there."