For soccer fans, the World Cup that kicked off Thursday in Russia is one of the signature events of international sports. For fuboTV, an upstart battling for share in the burgeoning television streaming market, there is no better moment to lure more cord-cutters to join the growing number of subscribers it has in the U.S.

FuboTV has launched an advertising blitz to capitalize on World Cup fever. It is broadcasting all of the tournament’s more than five dozen games at 60 frames per second, which makes action appear smoother than on regular television. But the company is still small-fry in the streaming business that grows more congested by the month with media and internet giants, all eager to control how television is consumed.