I just called KA Consulting and spoke to Mr. Kong, who was kind enough to spare a few moments of his time to look into this issue and provide me with some of his (I assume) unofficial comment.

According to Mr. Kong, they do have an application called "FIFA Schedule" which is currently under the QA process to be published to the OVI store. But as far as he's concerned, no end users should know about the existence of that application at this point because it's not supposed to be officially out yet, let alone for it to be automatically pushed for download.
He even thought that I was a Nokia employee at first, for mentioning that application.

Btw, according to Mr. Kong the application will be free of charge and they will not use any schemes to automatically push-install it to N900s. Yes, users will have to select and manually download the app from Ovi Store just like any other apps there.

So he's going to get in touch with his Nokia contacts to ask about this problem. Actually, he sounded as surprised/confused as we are about what's going on here.

So Nokia, what gives?