As so often, Diego Maradona is coming to the rescue.
The man who once got people out of their seats now has the task of getting them out of their beds.
Argentina's group games kick off at 0230, 0830 and 0330.
Maradona has filmed a commercial in which he plays an elfin-type figure who wanders round ringing on doorbells to make sure everyone wakes up in time to watch
He is a kind of footballing Father Christmas - but it will be up to Marcelo Bielsa┐s men to deliver the present.
Brazil kick off at 0600, 0830 and 0330.
There were fears that the early hour would inhibit the festivities which typically accompany a Brazilian World Cup.
But people are beginning to throw themselves into the spirit. The traditional paintings and green and yellow streamers are starting to adorn the streets.
Watching the World Cup on TV has been an integral part of Brazilian life since 1970, the first time it was broadcast live.
Given the quality of football played that year, it is hardly surprising that the habit stuck.
For Ecuador, on the other hand, all this is new.
Last November the party rolled on all night in Quito when they qualified for the first World Cup.
Now they will need the same kind of stamina to follow games which kick off
at 0630, 0130 and 0630 again.