Theoretically, you could capitalize on this event (and many others in the news) by using pay per click also - assuming your website converts a good roi. Running ads based on events or news stories (i.e. think google news) can be lucrative.
From an seo standpoint, years ago I had the foresight to develop a site based on the tour de france and lance armstrongs ride. It wasn't a stretch for me to predict that he would win his 5th, 6th and 7th tour de france. As some key search terms reached yahoo's buzz on their front page, and my page ranked towards the top I would make thousands a day - easily. Problem is taking your time to do something that by nature fades away quickly. Its tough to build a business this way, as keep up with the next thing isn't easy. But if you have a solid foundation for your business in place, and take the time to capitalize on events/news it can be worthy. Just don't focus on that alone, otherwise you'll be out of business in a few weeks when the event is over.