Like many South American immigrants, some of my happiest childhood memories are tied to the FIFA World Cup, that massive soccer tournament that rolls around once every four years.

The year is 1994 and I’m watching Brazil kick Italy’s butt on an old-school TV set while lounging in an inflatable pool in Puerto Escondido, Venezuela. Then, I was one of millions of people tuning in to the final showdown of world’s biggest sporting event.

To say that things have changed through the years is a massive understatement: For the 2018 World Cup, which kicks off Thursday in Russia, the projected cumulative audience is a whopping 3.4 billion. As soon as the 2016 Olympics wrapped up, Philly’s Comcast started working on how to add value to soccer fans through the Sports App on its X1 platform.

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