This summer marks a significant shift in the broadcasting landscape for the World Cup, as the traditional rivalry between the BBC and ITV, which has been a staple since 1966, will not dominate the coverage. With the tournament being hosted across three countries and featuring an expanded roster of 48 teams, this year’s event is set to be a truly global media spectacle.
For the first time, platforms like YouTube and TikTok will provide live coverage, while Netflix will introduce a daily show called “The Rest is Football,” hosted by Gary Lineker. Originally a podcast, the show will be broadcast live from Times Square for nearly six weeks. In the inaugural episode, which will air at 6 AM UK time on Wednesday, Lineker will be joined by regulars Alan Shearer and Micah Richards, with high-profile guests such as Harry Maguire, Frank Lampard, and Patrick Vieira scheduled to appear later in the tournament.
Richards humorously commented on the competitive nature of the podcast space, referring to the “podcast wars,” especially since his Sky Sports colleague Gary Neville will also be in New York with his show “Stick to Football.” Netflix’s involvement is expected to elevate “The Rest is Football” to new heights, broadening its audience significantly. The streaming giant has invested £14 million to produce 40 daily episodes, which will include interviews and live reporting from various venues, as well as the usual football discussions, amidst concerns about losing viewers to the World Cup.
In contrast, “Stick to Football” appears to have scaled back its ambitions, with plans to air only 12 episodes on YouTube due to commitments with ITV. The broader context reflects Netflix’s increasing interest in live sports, having secured exclusive rights to the next two Women’s World Cups from FIFA.
Tony Pastor, co-founder of Goalhanger, the company producing “The Rest is Football,” noted that Netflix sought a way to engage World Cup fans despite lacking live game broadcasts. “They want to be part of the World Cup conversation and provide daily content to keep viewers engaged,” he explained.
Lineker, who brings extensive experience from six previous World Cups as a presenter and player, faces the challenge of meeting Netflix’s expectations for viewership. The success of this venture will be closely monitored by industry stakeholders, as it could lead to Netflix expanding its sports programming beyond occasional events like Major League Baseball and NFL games.
Alex Kay-Jelski, the BBC’s director of sport, remarked on the significance of “The Rest is Football” on a major streaming platform, indicating that its success could represent a pivotal moment in sports broadcasting.
The BBC’s approach to the tournament is more restrained, with coverage originating from Salford until the final week. Presenters Kelly Cates, Gaby Logan, and Mark Chapman will share hosting duties. Financial constraints, including a redundancy plan affecting approximately 2,000 staff, have influenced their strategy, along with a commitment to sustainability and long-term investments in programming.
The BBC aims to create a comprehensive World Cup content experience, integrating live TV coverage, radio broadcasts, YouTube shorts, and interactive games to engage younger audiences. Kay-Jelski expressed satisfaction with their current direction, emphasizing the importance of building a lasting legacy from the event through new facilities and ongoing content development.
Meanwhile, ITV will adopt a more traditional approach, with its coverage led by Laura Woods and Mark Pougatch from New York. Niall Sloane, the director of sport at ITV, reflects on his extensive World Cup experience, having witnessed the tournament evolve since his first assignment 40 years ago, which involved camera operations during a memorable moment involving Diego Maradona.
Sloane expressed concerns over the increase in matches and teams, indicating that the expansion to 48 teams and the rise in total games from 64 to 104 is not a change he welcomes. ITV will broadcast 51 matches, slightly fewer than the BBC’s 54, with both networks sharing the final. ITV is also set to cover the tournament’s opening match between Mexico and South Africa, as well as England’s first game against Croatia, while the BBC appears to have made strategic choices for their coverage based on anticipated team performances.
As the tournament approaches, the competition between broadcasters is likely to intensify, with both the BBC and ITV preparing for a summer of captivating football.
