Who says podcasts have to last forever? There are a variety of reasons for putting together a specialized, short-lived podcast series and the World Cup is a great candidate.
International events like the World Cup can really capitalize on the time-shifted (why can't we say "pre-recorded? I forget.) nature of podcasts. Since interested listeners are located in all manners of time zones, a World Cup podcast seems to be a very clever idea.
William Hill, a bookie no less, has jumped on the bandwagon and is producing free daily podcasts on the event, betting, and whatever else might be of interest to their clientelle.
I'm not sure how useful a sports podcast would be for betting purposes since the event is likely over long before the listener downloads the show, but it might be good for gaining insight into the competitors.