ITV says World Cup will be ‘six-week Super Bowl’ for advertising

Broadcaster reveals its revenues from expanded tournament are running about 30% higher than Euro 2024

The World Cup will be the most lucrative sports event ITV has ever aired, the broadcaster has said, with bosses dubbing the expanded tournament a “six-week summer Super Bowl moment” for TV advertising.

ITV is airing 51 of the 104 matches across the men’s tournament, co-hosted by the US, Mexico and Canada, which is the biggest yet after an expansion from 32 to 48 teams.