ITV is, so far, the most generous media owner for taking clients and friends to live matches.
Among the recipients of tickets to England's opening game were Media Planning Group's Mark Craze, Starcom MediaVest's Chris Locke, Naked's Jon Wilkins and Starcom Motive's Chris Williams. They were joined by the Royal Mail marketing director, Alex Batchelor, and Clive Austin, the media buying and group communications manager at Kraft Foods.
But UK agencies are laying on their own World Cup celebrations on home turf in support of our lads.
Poulters in Leeds has set up its Wunderbar in the agency's boardroom, complete with draught German lager, bar snacks, oompah music and, of course, a huge screen to watch the game on.
London's McCann Erickson has taken an irreverent approach with a window display depicting some members of the England team in various states of disarray.
Against the background of a Bavarian bar, Ashley Cole and Joe Cole hold a sarong-wearing Becks aloft, in the Bobby Moore pose of 1966. Wayne Rooney struggles on crutches, David James drops his pint and Sven - lipstick marks on his cheek - makes a swift exit.