Assuming that you are not being sarcastic, you are completely right. 
Maybe Murdoch does have some monetary motivation for doing this…but if it wasn’t for that motivation, it would not be done at all. (Or at least, it would have to rely on altruism, which is a much less powerful motivator.)
Ass-kissing the troops is always a good PR move but I doubt there’s more than 4 or 5 guys over there who actually give a shit about the World Cup.