The World Cup is just around the corner and while 48 teams prepare to compete on the pitch, another competition is unfolding on our screens.
As always, the tournament will be broadcast on BBC and ITV. And the stakes are high as the two stations rekindle their rivalry as they pursue vast audiences and directly compare their coverage.
The 2026 World Cup will be the biggest in history, with 104 matches to be held in the United States, Canada and Mexico from June 11 to July 19. For terrestrial broadcasters, having to cover England’s prime-time match in a big way and also cover the 3am match between South Korea and the Czech Republic poses a number of logistical challenges.
While there are many similarities between the BBC and ITV’s approaches, there are also some notable differences. Here, Mirror Football takes a look at the battle between two major broadcasters.
presenter and critic
BBC reporting will be led by four familiar faces: Kelly Cates, Mark Chapman, Gabby Logan and Alex Scott. Their UK pundits are Alan Shearer, Wayne Rooney, Micah Richards, Joe Hart, Paul Robinson, Steph Houghton, Ellen White and Danny Murphy. They also signed Olivier Giroud, Gael Clichy, Cesar Azpilicueta, Beni McCarthy, Ashley Williams and Thomas Frank.
ITV’s coverage is being handled by Mark Pugach, Laura Woods and Semra Hunter, but it throws a curve ball by also bringing in Man v Food’s Adam Richman as one of its studio-based presenters. It’s a difference, and certainly a gamble, but he will “bring his unique perspective to the broadcast” along with celebrity guests, according to a press release. You risk turning away some viewers.
ITV’s pundits are Roy Keane, Ian Wright, Gary Neville, Patrick Vieira, Karen Carney, Ange Postecoglou, Juan Mata, Emma Hayes, Duncan Ferguson, Jobi McAnuff and Bradley Wright-Phillips.
BBC World Cup pundit lineup (Image: BBC)
The BBC will use former Premier League official Darren Cann to provide insight into the decision, while Christina Unckel will be the ITV analyst.
In terms of TV commentary, the BBC has Guy Mowbray, Steve Wilson, Steve Bower, Jonathan Pearce, Robin Cowen, Stephen Wyeth and Liam McLeod, with co-commentators Shearer, Murphy, Robinson, Stephen Warnock, Efan Ekku, Martin Keown, Sue Smith, Rachel Coursey and James McFadden.
ITV will be directed by Sam Matterface, John Champion, Seb Hutchinson and Joe Speight, with co-commentary by Lee Dixon, Ally McCoist, Andros Townsend and Lucy Ward.
Ian Wright, Gary Neville and Roy Keane become ITV pundits (Image: ITV)
different approach
The biggest difference viewers will find after making adjustments is regarding position. ITV has invested heavily in a Brooklyn studio set against the backdrop of the Manhattan skyline, while the BBC is primarily based in Salford, Manchester. ITV plans to make the most of its New York base by sending Keane, Wright and Neville to film content for social media.
The BBC will have to be more imaginative in conveying the much-talked-about World Cup atmosphere to viewers, as it will be inactive until the end of the tournament when teams depart for North America.
“I think there are a lot of good reasons to stay in one place in the UK in terms of the sustainability of the event,” BBC presenter Rogan said last month, defending the condition. “It doesn’t cost that much. You have to think about it. Licensing fees are always tightening your belt.”
Gabby Logan defended the BBC’s cost-cutting decisions (Image: Visionhaus, Visionhaus/Getty Images)
BBC sports director Alex Kagelski said the broadcaster is trying to offset its location disadvantage by embracing YouTube and TikTok as part of its bid to attract younger viewers. “We hope there’s something for everyone here, whether you like expert opinion, journalism, tactics, or something light-hearted,” Kay Jelsky wrote on LinkedIn.
ITV’s struggles
Overall, the BBC will broadcast 54 matches and ITV 51, but the opening match between England and Croatia, which kicks off at 9pm on June 17, will be shown on ITV. The Three Lions’ final Group L game against Panama will also be shown on ITV, but the BBC has instead chosen to prioritize potential knock-out matches (including the final 32 and final 16 matches).
ITV has three quarter-finals, while the BBC also has a selection of semi-finals. Both broadcasters will air the final on July 19th, and we already pretty much know who will win that battle. The 2022 World Cup final between Argentina and France was watched by around 20 million people in the UK, compared to 14.9 million on the BBC and just 4.3 million on ITV.
It will be interesting to see if ITV’s decision to send a team to New York will lead to any changes in the BBC’s stranglehold.
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