Optus' Brutally Honest Apology In Full Page Ad For World Cup "Balls Up"

Well that's one way to apologise.

Optus has taken out full page ads to apologise for its "balls up" over the FIFA World Cup, which was such a disaster that broadcasting rights were handed over to SBS.

"Balls up. Schlamassel. Que desastre. However you say it, we did it. And we're sorry," the ad reads.

Optus Sport was the original sole broadcaster of the World Cup, but drop outs and interruptions proved to be such a nightmare than even Prime Minister Malcolm Turnbull expressed his disappointment.

The apology, which appeared in tabloids on Friday, continues:

"We're not going to pretend our delivery of the 2018 FIFA World Cup was anything but a monumental stuff up. We are going to make things better though.

"We'll be sharing our broadcast rights to all remaining games with SBS, plus giving access to Optus Sport for free until 31 August 2018 for all Australians.

"Our delivery of the 2018 FIFA World Cup is now back on track, so put us to the test. And we'll stay busy making sure this never happens again."

The ads that appeared in the more business-focused papers The Australian and the Australian Financial Review, had the message come directly from Optus CEO Allen Lew.

"I'd like to apologise personally and on behalf of Optus, to you all," he said.

"Like you, we are football lovers. Our broadcast of the 2018 FIFA World Cup was to be one of our proudest moments. Unfortunately, we let you down."

Access to Optus Sport is now free until August 31, 2018, which Lew says is "the least we can do for the unnecessary disruption and disappointment."

Meanwhile, the Socceroos are out of the World Cup after losing to Peru 0-2, but you can still watch the rest of the games on both SBS and Optus Sport, hopefully issue-free.