The World Cup has only whetted Optus' appetite for live sport, with the telco set to be an active bidder for broadcast rights in the future.
Optus agreed on Wednesday to let SBS show all remaining World Cup pool games, having received a series of complaints about the quality of its streaming service on the weekend.
Optus bought exclusive Australian broadcast rights to the majority of World Cup games from SBS, a deal Fairfax Media estimated to be worth $8 million.
The costly PR disaster hasn't clouded Optus chief executive Allen Lew's vision of his company being a "premium mobile network with premium sports content."
"We are very much on the road to achieving that ... our strategy remains robust. Our product remains robust," Lew told reporters.
"Definitely not," he added, when asked if the recent saga would make Optus less likely to bid for future sports broadcasting rights.
Competitor Telstra gives its customers access to live AFL, NRL and Super Netball games on mobile phones.
Optus Sport already has English Premier League rights. There are reports they could also soon be streaming Bundesliga, La Liga, Serie A and European Champions League matches.
Optus is locked in to show the 2019 Women's World Cup in France. That event could attract plenty of viewers, especially if Australia progress deep into the tournament as expected.
"The next World Cup is the Women's World Cup. Next year, I assure you we won't have the problems we've had this year," Lew said.
"We're here for the long term.
"We've created some very significant associations with what we've done in live streaming sport.
"We stumbled on Sunday.
"But we learned some very important lessons. We will be better for it and Australian consumers will benefit, because it will have a positive flow-on effect with EPL and the next big event we take on to stream."
Optus is in the process of refunding customers who spent $15 to access its World Cup coverage.
The telco is providing all Australians with free access to Optus Sport until August 31, a date that includes the start of the EPL season.