As that quadrennial feast of soccer known as the World Cup gradually approaches its conclusion, many of the purists lament the excessive commercialisation of the modern tournament. The symptoms of sponsorship and advertising are all around – on TV, in the supermarkets, on the pitch, in the stands. If you’ve been watching the matches you’ll probably be aware that Budweiser is the “official beer” of the World Cup. Something of a contradiction in terms perhaps. England’s sponsors include Carlsberg and McDonalds. Alcohol and junk food – the perfect diet for any aspiring footballer. So maybe there should also be an “official kebab” of the World Cup, an “official back alley smelling of urine” of the World Cup and of course cirrhosis of the liver should be made ”official disease” of the World Cup.