"World Cup who?" is correct.
The "who" is a possessive refering to the antecedent WC. "Whom" is the objective case, and can be notionally replaced with "to who" if you wish to check which one you should use. So, in the joke, B would be saying "WC to who" if he should have been using "whom", which is obviously wrong.
If you want to make a joke out of it, the the answer should be "The World cup", to which the reponse should be "The world cup who?" allowing the LART, and some smart response about "he cups the whole world in his hands".
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