It is the only thing I can think of with such a wide range of appeal, all of Europe, Middle East, even Asia.... the Olympics does not have the same sporting appeal or link to the bar scene. I think a special licensing schedule for the period of the World Cup, in all the entertainment centres, would be/ have been a great solution.
Perhaps the Rugby World Cup as it brings the antipodeans into the mix.
But more generally, I don't think 4am closing is a great or needed idea... particularly in the Thai nightlife scene with the propensity to drink and drive.