This is about the only aspect of the world cup I find interesting as a non football fan 
Apparently FIFA have Trademarked or own the IP to the phrase "World Cup" and even "Brazil 2014" so according to Search Engine Land you won't see any PPC adverts or non FIFA commercial organic results.
Just had a look out of curiosity and can see it's all news related results or wikipedia. Maybe should start a thread "cheap Brazil 2014 t-shirts" and see what happens... 
