On the day (29 June 2021) that England play Germany in the knockout stage of Euro2020, I remember England beating West Germany to win the World Cup in 1966. Yes, I’m old enough to remember it!
Not only was the win memorable, so was the BBC television commentary.
“They think it’s all over” is a quote from Kenneth Wolstenholme’s BBC TV commentary in the closing moments of the 1966 FIFA World Cup Final, when England beat West Germany 4–2 after extra time to win the FIFA World Cup. In the final few seconds of the match, Wolstenholme said:
And here comes Hurst! He’s got…
(Wolstenholme is distracted by some of the crowd spilling onto the pitch)
Some people are on the pitch! They think it’s all over!
(Geoff Hurst scores to put England two goals ahead)
It is now, it’s four!
Soon after the 1966 victory, Wolstenholme’s quote became a widely used expression. Source
See also: We will remember them!