As a famous commentator once said “football is a game of two halves”. In one half, we have the event, the stadiums, the players and in the other we have the audience. However over 90% of the global audience will not be in the Rainbow nation for the next month – they’ll be glued to screens both big & small to get their fix of the 64 matches and highlights. This is the most connected World Cup ever – with the most methods of accessing the matches, from analogue & DAB Radio’s, to SmartPhones to Broadband to PCs at work. I think that fighting this 4yr event in 2010 in pointless – embrace it, and put in place facilities to allow people to see the matches therefore minimise the effect on Internet capacity and application slowdown. Businesses can use Highlight to view the affect when each match starts & stops, policing can help but the distraction won't go away. SKY’s Comment, Guardian Comment, Times Comment 

My money is on _________ to win…. See you again in July when the dust settles.