The FIFA World Cup is big business on a global scale and even in the UK the sporting event is a money making opportunity, especially for the providers of television services.
The BBC and ITV jointly hold the TV rights but for some fans that is not enough.
Forget 3D too, as no England matches will be broadcast in this format.
The real battle ground is HD and cable provider Virgin Media is offering to install cable digital TV in HD in time for the start of the World Cup.
With BBC HD and ITV1 HD only being available to digital TV users, football fans have until the 21st May to sign up for the Virgin Media V HD set top box for installation in time for the kick off.