Don't mention the war. Mark Pougatch mentioned it, right at the start of ITV's World Cup coverage, but he got away with it. He also highlighted outrageous ticket prices and the disgraceful treatment of teams, fans, and officials persona non grata in the US. Even Donald J. Trump, the first holder of the Fifa Peace Prize, got a mention. Pougatch gave visibly emotional Ian Wright the chance to suggest the US has "no idea of the spirit of the game." All unexpectedly feisty.
Of course, it was no Gary Lineker railing against hosts' human rights records during BBC's Qatar 2022 coverage. But Lineker is now a corporation ghost, podcasting for Netflix. The BBC, on cost grounds, opted to present this World Cup from an austerity bunker in Salford, derided by The Telegraph as a "work from home" operation. ITV is already having fun with it.
Studio Showdown
Pougatch began the broadcast striding through downtown New York. The studio, with an interior resembling an open-plan version of the Friends apartment, offers "a great view of Lower Manhattan." He's presenting football, not selling to a merchant banker. Mystifyingly, there's a second sofa on the roof with Semra Hunter and Adam Richman offering lighthearted colour, seemingly only to taunt the BBC with a view of the Brooklyn Bridge. It may not survive a month with Roy Keane.
Action from Mexico City
Off to the Azteca Stadium for Mexico v South Africa. We're greeted by Fifa's Gianni Infantino, but let's gloss over that. Jon Champion and Ally McCoist are there, and McCoist will not dial it down. He can hyperventilate over a Conference League tie; how will he cope with a World Cup opener? He may need a new thesaurus. Still, anticipation and emotion are refreshing amid the cynical buildup.
ITV managed the right balance between acknowledging issues that make this a guilty watch and excitement for the essence of the tournament. Earlier, a discussion of the legendary 1970 final played at the Azteca had Ian Wright glowing about watching it in colour. A moving short film about Sir Geoff Hurst reminded us the World Cup is special, precisely why Fifa's contempt for its magic is dismaying.
Pougatch said something charmingly gauche: "Essentially, football is great." Deep down, everyone knows it's true. The opening salvo took place away from the oppressive air of 2026 US. This is Mexico and Canada's party too. When Mexico took the lead, the electricity was palpable. Sorry BBC, but being there may turn out to be important after all. Not even Donald Trump can ruin this. Can he?
