ITV Aims to Outshine BBC with Star-Studded 2026 World Cup Broadcast

ITV’s 2026 World Cup coverage is shaping up to be a game-changer, as the broadcaster prepares to challenge the BBC’s traditional dominance with an ambitious, star-studded approach. While the BBC faces its first tournament since 1998 without Gary Lineker at the helm, ITV is capitalizing on the moment, determined to make its mark on football’s biggest stage.

ITV’s Bold Move: New York Studio at the Heart of the Action

ITV’s 2026 World Cup plans are centered around an impressive new studio in Brooklyn, New York, offering spectacular views of the city’s iconic skyline and the Brooklyn Bridge. This bold location, according to The Telegraph, positions ITV at the epicenter of the tournament’s North American excitement, setting the stage for dynamic, on-the-ground coverage from the very first match.

All-Star Lineup: Keane, Neville, and Wright Expected to Join

Central to ITV’s strategy is the recruitment of some of football’s most respected and outspoken pundits. Advanced negotiations are underway with Roy Keane, Gary Neville, and Ian Wright, all of whom are set to reprise their expert roles, bringing sharp analysis and vibrant debate to viewers. Hosting duties will be shared by Mark Pougatch and Laura Woods, promising a mix of experience and fresh perspective.

BBC’s New Strategy Amid Lineker’s Absence

In contrast, the BBC is opting for a more reserved start to the tournament, broadcasting the group stage from its Salford studios rather than on-site in North America. With Gary Lineker’s departure following controversy in 2025, presenters Mark Chapman, Kelly Cates, and Gabby Logan will lead the BBC’s early coverage, while Alan Shearer and Micah Richards provide expert commentary. The enduring question remains: will the BBC’s pared-back approach resonate with fans or fall short against ITV’s immersive experience?

Lineker’s Unexpected Farewell

The 2026 World Cup had been poised as Gary Lineker’s swansong as the BBC’s lead football presenter. However, his exit in May 2025 following the sharing of anti-Semitic content on social media ended his tenure on a sour note. Despite this, Lineker will still have a World Cup presence, continuing his insights through the popular ‘The Rest Is Football’ podcast, even if not from a BBC studio.

Battle for Ratings in an Expanded World Cup

With the World Cup expanding to 48 teams and 72 group stage matches, the competition between ITV and BBC for viewers will be fiercer than ever. ITV will air 34 matches, including England’s opening and closing group fixtures. Should England advance, their crucial knockout games and the semi-finals will shift to the BBC, while the grand final will be shown on both channels, ensuring fans don’t miss a moment of the action.

Expert Teams Ready to Deliver Unmatched Analysis

ITV’s star-studded team, featuring the likes of Keane and Neville, promises to deliver insightful and engaging analysis, combining strong personalities with deep tactical understanding. Meanwhile, the BBC’s experienced presenters and pundits aim to maintain standards, even from afar, with Shearer’s in-person commentary bridging the gap during the early stages.

What This Means for Viewers

For UK football fans, the 2026 World Cup offers more choice and higher stakes in the “battle of the broadcasters.” ITV’s commitment to immersive, on-location coverage and heavyweight punditry looks set to make the tournament’s North American flavor truly come alive on screen. Conversely, the BBC will be relying on its storied legacy and trusted voices to keep audiences engaged during the group stages, before hopefully ramping up presence for the latter rounds.

Opinion: ITV’s Ambition Could Change UK Football Broadcasting

ITV’s determination to invest in premium coverage, top pundits, and a striking New York studio may well tilt the balance of football broadcasting in the UK—at least for this World Cup. By bringing viewers closer to the action and leveraging charismatic experts, ITV has a real chance to seize momentum from a BBC in transition. For more news and deeper insights on the beautiful game, visit for more news.