The broadcast battle for the 2026 FIFA World Cup has begun in earnest, and ITV have drawn first blood with a studio setup that is turning heads on both sides of the Atlantic.

ITV Sport has established its tournament base in Brooklyn, New York, in a custom-built facility that offers sweeping panoramic views of the Manhattan skyline. Presenters Mark Pougatch, Laura Woods, and Semra Hunter will anchor coverage from the location for the full duration of the competition.

The studio's debut images spread quickly across social media, with many observers describing the setup as extraordinary. The broadcaster has leaned into the tournament's North American identity, going as far as enlisting Man v. Food presenter Adam Richman to co-host a culturally driven social segment dubbed the 'third eye.'

A punditry panel of Roy Keane, Ian Wright, and Gary Neville rounds out what is shaping up to be an ambitious and well-resourced broadcast operation for ITV.

BBC's Salford compromise

The contrast with the BBC's approach could hardly be sharper. In what appears to be a cost-cutting decision, the BBC has stationed its full presentation team at its Salford base for the group stage, with plans to travel to North America only once the knockout rounds begin.

Presenters Gabby Logan, Mark Chapman, and Kelly Cates will deliver their coverage in front of virtual backdrops rather than real cityscapes. The BBC has described its Greater Manchester facility as an 'immersive studio,' relying on large LED screens to digitally recreate all 16 host cities.

The corporation is also navigating the high-profile departure of Gary Lineker, who left his flagship Match of the Day role last year. Lineker has not remained in the UK for the tournament, however — he is in New York City alongside podcast co-hosts Alan Shearer and Micah Richards, where the trio are producing daily World Cup specials for Netflix under the banner of their popular show The Rest is Football, bypassing British television entirely.