"HE has done an incredible thing and deserves all the plaudits he has received," a national charity boss said today as the story of how football fan Sam Astley sacrificed tickets to the Euro 2020 semi final to donate his stem cells to save a life continued to make headlines.

BBC Breakfast and Good Morning Britain today both featured the story of Sam, from Sedgley, who was hailed a real life hero for turning down tickets won by his girlfriend Beth to see the England v Denmark game last Wednesday as he was due to donate stem cells after being declared a match - having signed up to the Anthony Nolan register to help people with blood cancer.

News of his selfless act, to turn down the prize of a lifetime to go through with the potentially lifesaving donation, went viral after the story featured in The Stourbridge News.

Stourbridge News: Sam Astley at the London clinic where he donated stem cellsSam Astley at the London clinic where he donated stem cells

Sam's incredible tale went on to make national and international headlines as Twitter went crazy and after a tweet from Gary Lineker Euro 2020 sponsor vivo_Europe stepped in to offer complimentary tickets to the England v Italy final.

Thanks to the generous gesture from vivo and top London hotel The Dorchester, which offered up free accommodation, Sam, aged 24, and Beth, a 25-year-old critical care nurse from Cradley Heath, enjoyed a weekend to remember.

Speaking to the News today, Sam admitted to feeling a "just a bit tired" after the procedure and what's been a whirlwind few days and he said: "The whole experience was great. It was really incredible to be there.”

Stourbridge News: Sam Astley and Beth Hill at the Euro 2020 finalSam Astley and Beth Hill at the Euro 2020 final

On BBC Breakfast he told TV viewers the atmosphere at the game had been "amazing" and he added: "It was buzzing, the streets were filled, everyone was singing and the game was good. We didn’t get the icing on the cake with the result but we’ve had a great experience and we’re glad we’ve been able to raise awareness of the Anthony Nolan charity."

Stourbridge News: Sam Astley and Beth Hill on BBC BreakfastSam Astley and Beth Hill on BBC Breakfast

On Good Morning Britain on ITV host Susanna Reid told how she was "almost in tears" listening to Sam's story and colleague Richard Madeley described Sam and Beth as a "top couple" - echoing the views of many who have followed their story on Twitter.

Henny Braund MBE, chief executive of Anthony Nolan, said: ‘It’s wonderful that Sam and Beth were able to be there in person to watch England play this historic match. He has done an incredible thing and deserves all the plaudits he has received.

"The real winner in all of this is the patient, somewhere in the world, for whom Sam was a perfect match. He has given them a second chance of life, and their family renewed hope for the future.

Stourbridge News: Sam Astley and Beth Hill at WembleySam Astley and Beth Hill at Wembley (Image: Anthony Nolan)

"I’d encourage all the young men who have seen and commented on Sam’s story over the last few days to visit the Anthony Nolan website, anthonynolan.org, to find out how they too could, one day, be a perfect match for a stranger in need of a lifesaving stem cell transplant."

Family friend Simon Wilkes, from Brierley Hill, whose fundraising football event in memory of his 22-year-old son Olly led to Sam and Beth joining the Anthony Nolan register, said Sam's act of kindness "will potentially save so many lives" given the publicity he and Beth have raised for the Anthony Nolan charity.

Mr Wilkes, a blood cancer patient, said he has been left "overwhelmed" at the interest in the story of how Sam came to donate his stem cells, having signed up to the register at the Olly Wilkes Football Tournament three years ago.

He added: "What an incredible legacy for 'Our Olly' in heaven."

Stourbridge News: Sam Astley and Beth Hill with the banner remembering Olly Wilkes at WembleySam Astley and Beth Hill with the banner remembering Olly Wilkes at Wembley

Sam, a buyer for a Worcester based manufacturing technology firm, and Beth, who works at the Queen Elizabeth Hospital in Birmingham, took banners to Wembley with Olly's name on as he too had been a big football fan and talented player.