UK operator will be hoping England don't crash out early, though.
Orange UK is expecting a big boost to its mobile TV viewing figures from the World Cup, according to its head of sport partnerships and services Steve Wallage.
"Based on the surge in demand for mobile TV during the Ashes last summer, we expect viewing figures could rocket by at least 74% during the World Cup," he says.
Orange customers will be able to watch live matches being screened on ITV1, if they sign up to Orange's £5-a-month mobile TV package.
The operator has also launched its Orange World Cup Live app, which will provide commentary, scores, team news, results and other data on the tournament.
Orange doesn't give out numbers for how many people are watching mobile TV on its network, so it's impossible to tell how many extra subscribers that 74% boost would mean.
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However, there's no doubt that sports is driving usage: in its April Digital Media Index, Orange said that sports accounted for 50% of its mobile TV content consumed, with ITV1 the third most popular channel on the service, behind Sky Sports One and Sky Sports Two.
As a bit of fun, Orange has created a 'mobile phone visor' to help its customers block out the sunlight while watching World Cup matches on their phones outdoors.
The visors, which have been designed for Nokia's 5800 handset, are being given away to competition winners, although people can also download the template from Orange's website and make their own.
