Heh, I worked on a site for a brand during the 2006 World Cup that did basically exactly this (although a PHP site, and a slightly rickety manual build process). They had bought pitchside advertising to be shown during the final, and anticipating enormous traffic which sadly never materialized. But we totally could have handled it!

Other over-optimisations on the same project included going all the way and including functionality to handle drawn lots as tie-breakers. This also never happened.