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So it's started finally. And isn't it great to see how proud the South Africans are, I really hope it all goes well for them and not too many clowns decide to rampage.

One thing that I am less keen on is how the whole thing seems to be nothing more than a vehicle for supermarkets and convenience foods to flog stuff. Don't get me wrong, I'm no purest, I'll watch some games, but I'm no fan, football in general holds little interest to me. But you cannot move for supermarkets flogging cheap booze (I mean really 48 cans of beer for £20!!!) and crappy adverts for pringles and really is that all the game represents now...a vehicle to sell things? Yes I know how important sponsorship is, and that without it chances are it wouldn't happen, but there must be a better way to manage this. Do we really want today's kids primarily  associating the world cup with beer? I dread to think what will happen for the Olympics.