BBC or ITV? Inside how World Cup broadcast picks are made

BBC or ITV? Inside how World Cup broadcast picks are madeImage source, Getty ImagesImage caption, BBC had the first pick for 2026 World Cup matchesBySimon CassonBBC Sport senior journalistPublished10 December 2025Updated 3 minutes agoWith so many World Cup matches to watch it can be hard to keep up with the schedule and whether a game is on the BBC or ITV. You might also have wondered how broadcasters agree which matches they get to show in the first place. It's not an easy process for TV executives tasked with the job of working this out. In the UK, the BBC and ITV have screened football's global showpiece together since 1966. Two years ago they agreed a deal to share live coverage again in 2026 and 2030, ensuring the World Cup remained on free-to-air television.The two broadcasters split matches between them, including a shared final.But how is it decided who shows which matches? How does the process work? 'An even split'Executive producer Phil Bigwood knows exactly how things work behind the scenes. He's been part of the BBC's World Cup team for more than 20 years. The process - or 'split' as Bigwood calls it is simple: The BBC and ITV take it in turns to have the first pick and rotate it between tournaments - it's the same with the Euros. Back in December - when the World Cup draw was made - it was the BBC's turn to pick first. Once they'd picked their first match, ITV then chose theirs, and it went back and forth until all the matches had been allocated. Then both the BBC and ITV broadcast the final."We typically end up with an even split with the priority games like England, Scotland and the knockout matches having the highest value," Bigwood said in December."For this World Cup there are 91 picks in total and we get 10 minutes to make each one - although we don't always need that long."For the Euros in Berlin last year it took a few hours to get through, but this will take a lot l...