In a few hours, a bunch of grown men will start kicking a ball around a field. However, most of the work for the real prize, the merchandising world cup, has already been done. All round England, St George’s flags and other Cup paraphernalia is widely distributed; those merchandising England are definitely going for gold, although I suspect the same is true of other nations.
For the blokes kicking the ball around, only one country will go home with the prize. I suspect that merchandisers of all nations are already riding their victory bus home (to the bank); it’s only the hapless, fleeced supporters who lose in the wider event!
No TV here, thus limited exposure to football, and no World Cup merchandising either. Perhaps that means I can enjoy the summer weather in the knowledge that perhaps, after all, I win!