Google have an automated result if you search ‘world cup’, providing a quick overview of key information as part of Google Universal Search:
Bing are also doing something similar but it is below the sponsored listings and much smaller.
There is also some interesting use of creative messaging by Amazon as advertisers are trying to piggyback on the massive search interest:
“World Cup” has also become one of the most searched for terms online. The majority of sponsored links on this keyword are betting sites, large world cup advertisers like KitKat or TV suppliers, e.g. Sky advertising HD.