While British people can watch football games, they're more likely to watch football matches (unless they write for BBC News Online, in which case they're oddly out of step). American English would refer to matches for tennis, but generally not for team sports. If you look up baseball match on Google, you find the source is generally Australian, European or US-immigrant.
Of course, the sport itself is referred to as a game--and not just any game, but The Beautiful Game. A well-worn cliché in these parts is Football is a game of two halves--i.e. 'don't count on things staying the same way, they might change'. This is applied to just about anything. Sometimes it retains its original sense, and other times it just means 'X has two aspects':
Attractiveness is a game of two halves. (New Scientist)
New Zealand, like football, is a game of two halves. (The Times (Ireland))
Sisters, like football, is a game of two halves. (CD review on Rate Your Music)
Your report “Virgin’s £30m German peace price” (Business, last week) reminded me of the fact that business, like football, is a game of two halves. (The Sunday Times (UK))
(I haven't found the original source of this phrase. Anybody know?)
This World Cup has seen the coining of a new tabloidific word. (And it's not tabloidific, which I just made up all by my lonesome--you can googlewhack it with any other word on this blog.) It's the acronym WAGs (pronounced [wægz]) for 'Wives and Girlfriends', but also used in the singular, where the acronym doesn't make as much sense:
For those footballer W.A.G. (Wives And Girlfirends!) wannabees, we've cherry-picked some fabulous designer goodies to have you looking as high-maintenance as Victoria, Colleen and Cheryl in no time. (Tiscali shopping site)
Presumably this term was born out of frustration with the thwarted desire to refer to Footballers' (AmE=Soccer Players') Wives--thwarted, that is, by the marital status of many of the most watched football couples. Marina Hyde at the Guardian pegs it as "what promises to be this year's most tediously predictable new OED entry" and it was last week's Word of the Week at Macmillan English Dictionary's site. It's not a very kind term, since wag also means a joker, but footballers' wives (and girlfriends) are treated as a kind of national joke anyhow.
Are there any wives of American sports figures who are famous just for being wives of sports figures and shopping a lot?