In a significant move ahead of the 2026 World Cup, ITV Sport has gained an early advantage over the BBC by securing a prime studio location in Brooklyn, New York. The broadcaster will base all its coverage from this venue, which offers stunning views of the iconic Manhattan skyline and Brooklyn Bridge, creating a visually impressive backdrop for viewers.
Divergent Broadcasting Strategies
While ITV embraces an international approach, the BBC has decided to keep its operations in the United Kingdom until at least the quarter-final stages. The corporation's choice to remain at its Salford base stems from a combination of financial considerations and environmental commitments, specifically aimed at reducing air travel and minimising its carbon footprint.
Logistical Challenges of an Expanded Tournament
The expansion of the World Cup to 48 teams and 104 matches, coupled with FIFA's decision to host the tournament across three nations—the United States, Canada, and Mexico—has substantially increased costs and travel complexities. These factors played a crucial role in shaping the BBC's conservative strategy, highlighting the practical challenges facing broadcasters in this new era of global football events.
ITV's Ambitious Coverage Plans
ITV intends to fully leverage its New York location by producing travelogues and mini-documentaries to complement its live match coverage. The network has assembled a high-profile team of pundits, including football legends Gary Neville, Roy Keane, and Ian Wright, who will be stationed in the United States throughout the tournament. Presenters Mark Pougatch and Laura Woods will front the coverage from the Brooklyn studio.
Match Allocation and Broadcasting Rights
Under the shared broadcasting agreement, ITV will show 51 matches compared to the BBC's 54. Key fixtures on ITV include England's opening game against Croatia in Dallas on 17th June, their final group match against Panama, and Scotland's encounter with Morocco on 19th June. While ITV holds three quarter-finals with the first two picks, the BBC has secured first choice of the semi-finals and will broadcast England's potential last 32 and last 16 matches. Both broadcasters will air the final.
Historical Ratings and Audience Dynamics
Historically, the BBC has outperformed ITV in head-to-head ratings battles, exemplified by the 2022 World Cup final where the BBC attracted a peak audience of 15 million viewers compared to ITV's 4.3 million. However, ITV demonstrates strong viewing figures when it operates as the sole broadcaster, such as the 10.2 million peak audience for England's Women's Euro 2025 semi-final victory over Italy, which was its largest audience of the year at that time.
This contrasting approach between ITV's glamorous international production and the BBC's environmentally conscious domestic operation sets the stage for an intriguing ratings competition during the 2026 World Cup, reflecting broader trends in sports broadcasting and corporate responsibility.
