With the commencement of the World Cup imminent it remains to be seen whether Germany 2006 will show us something that we haven't experienced before
It feels as though the World Cup started several months ago. The hype that surrounds every tournament seems to have been that bit more insistent and frenetic this time. Partly that can be put down to the mounting media anxiety over Wayne Rooney’s “fight for fitness” and the possibility that one of England’s very few undeniably world-class players may not take part. More generally, though, the immense outpouring of guff and stuff about Germany 2006 – the proliferation of dire songs, documentaries of wildly varying quality and St George cross products choking supermarket aisles – just shows that football has become an easily exploitable cultural product.