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You can read it in Most Bonito, part of the NY Times' pumping of World Cup soccer.  Or, as its known outside of the USA , "football".  My son, a young sportswriter in Sacramento, California exhorts me to say something about it, chiding my general disinterest in soccer.  Notice I say "disinterest",  as opposed to "uninterest".  I'm not UN-interested in soccer, and its mega-docious event.  It's just that I'm not genuinely interested, either.  I'm neutral.  The way most of the planet is disinterested in baseball and NCAA football and barbecue.  There are some things you just have to grow up with to really "get".  OK, here's my marketing/branding angle, courtesy of my kid: 

We all know the official cheese of the World Cup, but this on a much grander scale: http://news.yahoo.com/s/nm/20060604/music_nm/worldcup_dc_1