To us, the World Cup is about football, football and a bit more football.

To marketing types its all about splashing the words 'World' and 'Cup' over their existing product range in a hope to boost sales.

With this in mind, we've started up the World Cup Profiteer Watch to name and shame those trying to earn a quick buck off the beautiful game.

First up is T-Mobile with its new Samsung E370 Three Lions Special Edition - apparently the official handset of the England team.

So what makes this a phone any different to the standard E370? A few England wallpaper photos, some animations and a couple of pre-installed World Cup video clips.

As you can see from the photo, poor old Crouchy seems about as impressed as we are.

If you want to find out more about the Samsung E370, which also sports a 1.3 megapixel camera and is available on monthly and pay-as-you-go, check out T-Mobile's web site.