I agree with Woland. And to some extent some of what Ryan said.
I was watching Sky Sports News the day after the first wave of violence. That melon Gary Cotteril was in some bar that the English fans had been fighting with the Marseille ultras. A flare had been lit in the doorway the night before. He was going through pains to say how it wasn't too bad, that there was no damage to any of the property and that it looked worse on camera. He then went up to interview the barmaid and said "We understand that the violence wasn't so bad last night, correct?" to which she replied "It was very, very bad." For the first couple of days, until the info about the well-trained Russian hooligans broke out, Sky Sports in particular was playing it down.
ITV on the night after the England game showed some of the violence earlier that day. They made a big song and dance about how the Russians were well organised and seeking out innocent English people to attack. They even singled out one particular Russian fan in green shorts that had the temerity to be in TWO places on the one day. But if you actually paid attention to the piece, the Russian fan didn't do anything. Didn't hit anyone, or attack anyone. He just happened to be in two places on that day where there was violence. Chances are he was a hooligan, but it was a desperate attempt by ITV to apportion blame away from the English. The daily mail ran with a headline that described the Russians as drunken thugs, the English as "fans".
There has been a lot of playing it down in the English media. We know what these In-Gur-Land fans are like. Well the minority anyway. They will be big, fat, boisterous men singing about how shit other countries are and there will be a few murmurings about foreigners and ISIS. This is going to attract attention from other people seeking violence. If the English didn't get absolutely twatted everywhere they went this time around, it wouldn't be as easy to paint them as the victims. There will be a vast majority there to just enjoy the game, but there will be a large number of English nobs, too.