And the sofa itself, of course - retailers are falling over themselves to persuade us to buy new furniture and state-of-the-art television sets in time for the sporting extravaganza, together with England shirts to wear as we watch. There's even a handy viewing timetable complete with pull-out red and yellow cards courtesy of a local estate agent.
But one of the most bizarre tie-ins appeared in my mailbox this week, inviting me to
Kick off the World Cup
So what are they trying to sell me this time? Drinks? Pizza? A reclining leather armchair with built-in beer cooler? No, the advert is for dry-cleaning - three items for the price of two.
I have to admit, this one's got me puzzled. I mean, even allowing for the combination of high excitement and abundant comestibles, there's surely a limit to how much dry-cleaning a televised football tournament can generate. And in any case, there's a celebratory air to the advert that is, I feel, hardly justified by a visit to the local dry cleaner.
It's sad to think that retailers are prepared to stake money on a Pavlovian reflex - put the words 'World Cup' on it and it will sell, no matter how mundane, boring and unconnected with football it is.