In all seriousness, what can be done about the WC? Fifa is a toxic brand and this and the following WC, stand as testimony to its corruption. Nationalism is a global stain. Can the WC be redeemed?
I agree that there is a problem with FIFA and in particular the awarding of the tournament - but they aren't alone in this in terms of venue for big sporting events.
But beyond that I think the World Cup is a great sporting tournament. Don't forget football is a team sport and you need some way to define teams. I've got no problem with, at time, defining teams in terms of nations, and at other times as clubs.
But while I agree in broad terms on nationalism, I really don't see it as a big issue here. The world cup has never been a focus for rampant nationalism and overt politicisation (in the way that the olympics has) - it is a celebration of football. Unlike the olympics a big proportion of the people glued to the world cup for the month are regular fans of football, at all levels.
They know and love the game, they know the players (many of whom will play for clubs who they watch regularly) - while many will have an added sense of excitement when watching England play (and probably added level of disappointment) they will be relishing watching Spain vs Portugal in the group stage and many, many other games that don't involve England. Worth noting that at the last world cup the most watched match (and indeed the most watched tv programme of 2014) didn't involve England - of the four most watched matches, 2 didn't involve England.
It is interesting to note that although national anthems are played before the games, as far as I am aware there is no 'nationalism' for the winners - no playing of the national anthem then, no raising of the national flag - again unlike the olympics.
First and foremost the world cup is a proper sporting event for the regular fans of that sport - it isn't like the olympics which is overtly nationalistic, involving competitors in non-team sports competing for a country (why, they could just compete as themselves) with fans of the 'event' (rather than the sport) glued to a sport they don't understand, would never watch on tv, let alone pay to go to at any other time and largely only interested (and only shown in coverage) brits competing with all other competitors ignored and largely unknown to the audience.
Sure the world cup has its faults, but for me it remains the best one off sporting event in the world - not least because it is watched by knowledgeable fans who are passionate about that sport week in week out.