Behind the Scenes of World Cup Broadcasting
The countdown to the men's FIFA World Cup has begun, and the fixture schedule along with broadcast selections have been announced.
However, for television executives, determining which network will air each match is a complex undertaking.
In the UK, the BBC and ITV have jointly broadcast football's premier tournament since 1966. Last year, they finalized an agreement to continue sharing live coverage for the 2026 and 2030 tournaments, ensuring that the World Cup remains accessible on free-to-air television.
The two broadcasters will evenly divide the rights for the 2026 tournament, alternating matches, including a shared final.
But how do they decide which matches to show? What does the selection process entail, and what happens on the day of the split?
'An Even Split'
Executive producer Phil Bigwood, who has been part of the BBC's World Cup team for over 20 years, offers insight into the behind-the-scenes workings of this process. He refers to the selection as the 'split,' which is straightforward: the BBC and ITV take turns picking matches and rotate this responsibility between tournaments, including the Euros.
This time, it is the BBC's turn to choose first. After the BBC makes its selection, ITV will make its choice, and they will alternate until all matches are assigned. Both broadcasters will then air the final.
"Typically, we achieve an even split, with high-priority games such as those featuring England, Scotland, and knockout matches being the most sought after," Bigwood explains.
For this World Cup, there will be a total of 92 picks, and each selection is allotted 10 minutes—though they rarely need the full time. "During the Euros in Berlin last year, the selection process took several hours, but this time it will likely take much longer, with plenty of coffee consumed in the process!"
Planning Ahead
Before the split occurs, both broadcasters must conduct thorough preparations.
Following the draw—held last Friday—broadcasters learn the schedule and locations of the matches. Their task is to devise a strategy for prioritizing games.
"We engage in discussions for at least a couple of days to determine our preferences and potential strategies," Bigwood adds.
In the BBC's case, they must consider other scheduling conflicts, such as Wimbledon, while ITV has its commercial interests to weigh. All these factors play a crucial role in their strategy.
"We map out each match and create a daily schedule. No broadcaster wants to find themselves with four live games on a single day," he notes.
Covering matches involving the home nations is a top priority, and predicting potential knockout matchups is also critical.
Kick-off times must also be factored in, as the tournament across the USA, Canada, and Mexico will feature 13 different kick-off times, adding complexity to the selection process.
"None of this is an exact science," Bigwood admits. "You have to consider how far you think a team might progress. If there’s a strong team in England's group, do you prioritize that match or another? That’s always the big dilemma.
"Once we agree on our pick, we call ITV to confirm it, and they proceed with their next selection. We aren’t in the same room, and we never know their choices in advance."
The plan both sides create must be adaptable; ITV may select a match the BBC had hoped for, and vice versa.
Balancing Predictions and Luck
In addition to group games, both broadcasters must decide which knockout matches to prioritize during the tournament, which are expected to be some of the most exciting. However, it remains uncertain which matches will emerge as highlights.
"This is where some guesswork comes into play," Bigwood explains. "At Euro 2016, we anticipated a thrilling quarter-final between England and France, but England was eliminated by Iceland in the Round of 16, so we missed out on that matchup."
Broadcasters also need to balance the timing of matches with their appeal. For instance, during the Brazil World Cup, there was an early morning match scheduled in Manaus, which everyone thought would be a low pick. Ironically, it turned out to be England vs. Italy—one of the top picks for the BBC.
Given the numerous variables and uncertainties, much of the TV scheduling relies on luck.
"If a match goes to a penalty shootout, you’re at the mercy of the players on the field. You just hope your predictions hold true. There are always factors beyond our control, especially in knockout stages," Bigwood acknowledges. "We could all sit down and predict the outcomes up to the final, but nobody would be right!"
Collaboration Amidst Competition
Despite the competitive nature and the quest for ratings, do the BBC and ITV maintain a cordial relationship? Are there any conflicts during the selection process?
"We’ve known the ITV team for many years. Some of them used to work at the BBC, and we consider many of them friends—it’s a collaborative effort," Bigwood shares.
"Both sides are aware of their priority games. Occasionally, we may surprise each other with a pick, but it never escalates into heated discussions. Ultimately, it’s in everyone’s best interest that both parties leave satisfied with their selections."
The Real Work Begins
The split occurs as close to the draw date as possible, allowing broadcasters to begin the intricate logistics of covering numerous games.
"Once the split is finalized, we participate in a world broadcaster meeting where FIFA updates us on production plans. We receive information on everything from visa and customs processes to camera placements," Bigwood explains.
The BBC team must then submit all necessary bookings for each match, including parking passes, camera positions, and data feeds—essentially everything required. This period is quite hectic!
"Hotel reservations, flights, and more must also be organized. This phase is undoubtedly the most challenging part of the process."
The BBC reached out to ITV for comment, but they chose not to respond.