I have been enjoying the Euro 2008 (thank you ESPN for putting all the games on in HD). I actually think I enjoy this tournament more than the World Cup. It is a shame that we have no similar type of event (to this or the Champions League) for a major US sport.
Nike hired director Guy Ritchie to produce a soccer ad which I think it just fantastic. The full 2 minute version is available for viewing on their website here.