Every four years, millions of football fans in the United Kingdom settle in front of their screens to watch the FIFA World Cup — but few stop to wonder how the BBC and ITV decide which matches each broadcaster gets to show. The answer lies in a structured but surprisingly human process of negotiation, strategy, and, ultimately, luck.

Alternating first picks

Phil Bigwood, an executive producer who has been part of the BBC's World Cup operation for more than 20 years, explains that the two broadcasters take turns having the first pick — rotating between tournaments. The same system applies to the European Championship.

When the FIFA World Cup 2026 draw was made in December, it was the BBC's turn to go first. The broadcasters then alternated picks until all 91 matches had been allocated. Both the BBC and ITV will broadcast the final together.