If the proceeds are going to a charity then fair enough.
Won't be watching it myself for two reasons, international football is akin to your partner guffing like the devil as you get close after making dinner, put on a bottle of wine and chucked rose petals all over the bed, and secondly he's a detestable man with the morality of diahorrea, and attaching himself to a charity isn't enough for me to make him worth my time.
Maybe they can flog the sponsorships to saga holidays, aka Wazza's Club 80 & dirty.