I'd prefer exams during the world cup. I mean for me, i study during the day/night, when the world cup wont be on. Exams mean you also dont have to wake up early every day (except for the 4 or so days which you have exams on) so staying up until the early hours of the morning is ok. First week of world cup is stuvac, where you can stay up as late as you want without worry.
If I had uni during the world cup and not exams, then it'd involve waking up at, say, 2-3 am to watch games, then going to uni at like 9 and returning home past 6pm. And then you have assignments that'd leave you up until late at night. That'd own.