Knowledgeable U.S. soccer fans — it’s not an oxymoron.

ESPN is making a huge investment in World Cup coverage, paying $100 million for the rights to the 2010 and 2014 tournaments, based on the conviction that not only do Americans know the beautiful game, they want all they can get.

The 2006 tournament on ESPN and ABC drew the largest audiences for a World Cup outside the United States. But research afterward showed the network could do more to show fans it’s taking the sport seriously.

Now the network is trying to do just that, and to attract even more viewers, despite the time zone challenges of this year’s event in South Africa, which is six hours ahead of New York and nine hours ahead of Los Angeles.

“The simple math of ratings, if you can take that audience and get them to watch for a longer period of time, it has the same effect as growing the number of viewers,” said Jed Drake, executive producer for ESPN’s World Cup coverage. “We really have targeted our presentation now for a knowledgeable soccer audience.”

The same network that drew criticism for calling 20 matches from U.S. studios four years ago is putting together a staff of 300 people to produce the event in South Africa. ESPN has hired British announcers and plans 65 hours of live studio programming from Johannesburg.

“We have a production plan that we think is up to the level of ambition of this event with a great group of commentators that we’ve assembled, a broadcast operation that is far and away the biggest we’ve ever amassed outside of the U.S.,” Drake said.

The ESPN compound at the International Broadcast Center in Johannesburg is massive, dwarfing that of any other operation. A large bullpen is filled with editors and writers, with more than a dozen big-screen TVs on the walls. There are four editing suites and three control rooms, the largest of which has 10 high-definition screens that show everything ESPN is doing.

“You look at the footprint of this facility and we are, shall we say, quite large,” Drake said. “It’s just part of the commitment. You only do something at this level with the best equipment and the best people.”

ESPN also has an expansive set overlooking the Soccer City stadium, where “SportsCenter” will be broadcast live, and an open-air patio that can be the site for live reports for “Good Morning America” or one of ABC’s other shows.

Former national team captain John Harkes, who will work as a commentator on all of the U.S. team’s games, said Americans have learned to watch soccer differently in recent years, and that knowledge will influence how they follow this World Cup.

“It’s not that we’re just going to see the games,” he said of soccer fans in the U.S. “Now I’m going to see the games and I understand what’s happening, and why that player’s there.”

The real test of America’s passion for soccer begins at 10 a.m. EDT this Friday, when the World Cup will kick off with South Africa playing Mexico live from Johannesburg.

Much of ESPN’s unprecedented coverage in the United States will come at times when TV viewers are typically at work, asleep or otherwise away from their sets. Most games are scheduled to start at 7:30 a.m., 10 a.m. or 2:30 p.m. on the East Coast — that’s 4:30 a.m., 7 a.m. and 11:30 a.m. out West.

ESPN’s gamble relies on more than games, saturating its various platforms with coverage that might drive more people to watch morning matches or pique their interest if they miss them. The network is planning more than 230 hours of live original programming. A little more than half will be games, but the rest — at more viewer-friendly hours — will be commentary and other material.

In the end, the hope is this nation will love the game.

“That was the revelation to a lot of people in 2006 when we had the biggest audience ever,” said Rob Hunter, ESPN’s vice president for digital technology. “I will be surprised if we don’t have even more people this year say, ’Wow, those guys can play. They can really play.’”

Of course, the country has been slow to embrace soccer despite the presence of the World Cup on U.S. soil in 1994 or the signing of David Beckham with the Los Angeles Galaxy of the MLS.

All games will also be re-aired in prime time on ESPN Classic. And then there’s all the planned radio, online and mobile coverage.

Research by Nielsen found that 23 percent of American fans planned to keep up with the tournament with their mobile phone — especially if they can’t watch the games live on TV.

Nine games will be broadcast on a weekend afternoon in the Eastern time zone, a more traditional sports-watching time; that includes England-United States on June 12 and the final. And all the matches will be on ESPN Mobile and most on ESPN3.com.

In an era when the TV ratings for many American sporting events can fluctuate widely depending on who’s playing and how much drama they’re ensnared in, the World Cup likely won’t be any different. A deep run by the U.S. team would naturally pull in viewers.

“The games will determine what the real story is,” Hunter said. “Our viewership in the U.S. will really be a function of the games. We know we’re creating a great platform. Our coverage plans for this World Cup are extraordinary. If the games themselves match the coverage plan, the audience results will be outstanding.”

With the World Cup just 48 hours away, below is the TV schedule. All times Eastern.

Group A

June 11 in Johannesburg, 10 a.m. ESPN/Univision

South Africa vs. Mexico

June 11 in Cape Town, 2:30 p.m. ESPN/Univision

Uruguay vs. France

June 16 in Pretoria, 2:30 p.m. ESPN/Univision

South Africa vs. Uruguay

June 17 in Polokwane, 2:30 p.m. ESPN2/Univision

France vs. Mexico

June 22 in Rustenburg, 10 a.m. ESPN/Univision

Mexico vs. Uruguay

June 22 in Bloemfontein, 10 a.m. ESPN2/TeleFutura

France vs. South Africa

Group B

June 12 in Johannesburg, 10 a.m. ESPN/Univision

Argentina vs. Nigeria

June 12 in Port Elizabeth, 7:30 a.m. ESPN/Univision

South Korea vs. Greece

June 17 in Bloemfontein, 10 a.m. ESPN/Univision

Greece vs. Nigeria

June 17 in Johannesburg, 7:30 a.m. ESPN/Univision

Argentina vs. South Korea

June 22 in Durban, 2:30 p.m. ESPN2/TeleFutura

Nigeria vs. South Korea

June 22 in Polokwane, 2:30 p.m. ESPN/Univision

Greece vs. Argentina

Group C

June 12 in Rustenburg, 2:30 pm. ABC/Univision

England vs. USA

June 13 in Polokwane, 7:30 a.m. ESPN/Univision

Algeria vs. Slovenia

June 18 in Johannesburg, 10 am. ESPN/Univision

Slovenia vs. USA

June 18 in Cape Town, 2:30 p.m. ESPN2/Univision

England vs. Algeria

June 23 in Port Elizabeth, 10 a.m. ESPN2/TeleFutura

Slovenia vs. England

June 23 in Pretoria, 10 a.m. ESPN/Univision

USA vs. Algeria

Group D

June 13 in Durban, 2:30 p.m. ABC/Univision

Germany vs. Australia

June 13 in Pretoria, 10 a.m. ESPN/Univision

Serbia vs. Ghana

June 18 in Port Elizabeth, 7:30 a.m. ESPN/Univision

Germany vs. Serbia

June 19 in Rustenburg, 10 a.m. ESPN/Univision

Ghana vs. Australia

June 23 in Johannesburg, 2:30 p.m. ESPN/Univision

Ghana vs. Germany

June 23 in Nelspruit, 2:30 p.m. ESPN2/TeleFutura

Australia vs. Serbia

Group E

June 14 in Johannesburg, 7:30 a.m. ESPN/Univision

Netherlands vs. Denmark

June 14 in Bloemfontein, 10 a.m. ESPN/Univision

Japan vs. Cameroon

June 19 in Durban, 7:30 a.m. ESPN/Univision

Netherlands vs. Japan

June 19 in Pretoria, 2:30 p.m. ABC/Univision

Cameroon vs. Denmark

June 24 in Rustenburg, 2:30 p.m. ESPN/TeleFutura

Denmark vs. Japan

June 24 in Cape Town, 2:30 p.m. ESPN2/Univision

Cameroon vs. Netherlands

Group F

June 14 in Cape Town, 2:30 pm. ESPN/Univision

Italy vs. Paraguay

June 15 in Rustenburg, 7:30 a.m. ESPN/Univision

New Zealand vs. Slovakia

June 20 in Bloemfontein, 7:30 a.m. ESPN/Univision

Slovakia vs. Paraguay

June 20 in Nelspruit, 10 a.m. ESPN/Univision

Italy vs. New Zealand

June 24 in Johannesburg, 10 a.m. ESPN/TeleFutura

Slovakia vs. Italy

June 24 in Polokwane, 10 a.m. ESPN2/Univision

Paraguay vs. New Zealand

Group G

June 15 in Port Elizabeth, 10 a.m. ESPN/Univision

Ivory Coast vs. Portugal

June 15 in Johannesburg, 2:30 pm. ESPN/Univision

Brazil vs. North Korea

June 20 in Johannesburg, 2:30 p.m. ABC/Univision

Brazil vs. Ivory Coast

June 21 in Cape Town, 7:30 a.m. ESPN/Univision

Portugal vs. North Korea

June 25 in Durban, 10 a.m. ESPN/Univision

Portugal vs. Brazil

June 25 in Nelspruit, 10 a.m. ESPN2/TeleFutura

North Korea vs. Ivory Coast

Group H

June 16 in Nelspruit, 7:30 a.m. ESPN/Univision

Honduras vs. Chile

June 16 in Durban, 10 a.m. ESPN/Univision

Spain vs. Switzerland

June 21 in Port Elizabeth, 10 a.m. ESPN/Univision

Chile vs. Switzerland

June 21 in Johannesburg, 2:30 p.m. ESPN/Univision

Spain vs. Honduras

June 25 in Pretoria, 2:30 p.m. ESPN/Univision

Chile vs. Spain

June 25 in Bloemfontein, 2:30 p.m. ESPN2/TeleFutura

Switzerland vs. Honduras

Second Round

(Game 49): June 26 in Port Elizabeth, 10 a.m. ESPN/Univision

1A vs. 2B

(Game 50): June 26 in Rustenburg, 2:30 pm. ABC/Univision

1C vs. 2D

(Game 51): June 27 in Bloemfontein, 10 a.m. ESPN/Univision

1D vs. 2C

(Game 52): June 27 in Johannesburg, 2:30 pm. ABC/Univision

1B vs. 2A

(Game 53): June 28 in Durban, 10 a.m. ESPN/Univision

1E vs. 2F

Game 54): June 28 in Johannesburg, 2:30 pm. ESPN/Univision

1G vs. 2H

(Game 55): June 29 in Pretoria, 10 a.m. ESPN/Univision

1F vs. 2E

(Game 56): June 29 in Cape Town, 2:30 pm. ESPN/Univision

1H vs. 2G

Quarterfinals

(Game 57): July 2 in Port Elizabeth, 10 a.m. ESPN/Univision

W53 vs. W54

(Game 58): July 2 in Johannesburg, 2:30 pm. ESPN/Univision

W49 vs. W50

(Game 59): July 3 in Cape Town, 10 a.m. ABC/Univision

W52 vs. W51

(Game 60): July 3 in Johannesburg, 2:30 pm. ABC/Univision

W55 vs. W56

Semifinals

(Game 61): July 6 in Cape Town, 2:30 pm. ESPN/Univision

W58 vs. W57

(Game 62): July 7 in Johannesburg, 2:30 pm. ESPN/Univision

W59 vs. W60

Third-Place Game

July 10 in Port Elizabeth, 2:30 pm. ABC/Univision

L61 vs. L62

Final

July 11 in Johannesburg, 2:30 pm. ABC/Univision

W61 vs. W62