Kelly Cates, a seasoned BBC television and radio presenter, is gearing up for her fifth World Cup, but this time with a unique twist: she will be presenting from a studio in Salford at 2am. In an interview, Cates shared her thoughts on the upcoming tournament, touching on issues like sportswashing, the challenge of covering a World Cup in the United States, and her unforgettable experience watching Argentina win in 2022.
A World Cup Like No Other
Cates acknowledged the widespread concerns surrounding the 2026 World Cup, which will be hosted primarily in the United States, with matches also in Mexico and Canada. "Before every tournament there are always concerns," she said. "This time I worry about the humidity and the altitude for the players, and there are political concerns, obviously. But there are also concerns that it's not going to feel like a World Cup." She noted that while Americans might see the change as an improvement, traditionalists worry about altering something that is already extraordinary.
Political and Logistical Challenges
The tournament unfolds against a backdrop of political tension, including the US's involvement in Iran and the controversial partnership between Donald Trump and FIFA President Gianni Infantino. Cates emphasized the importance of discussing these issues, especially in the buildup. "We do try to talk about it all," she said. "Once the football gets under way, we have this great distraction, and that's the point, isn't it? But there's a difficult line between taking the World Cup to countries where it wouldn't traditionally be, and that can be a genuine force for good, and taking it to countries where it can be hijacked for someone's political promotion or personal gain."
However, Cates questioned the effectiveness of sportswashing at a World Cup. "I don't think people really pay too much attention to where it's being staged," she explained. "They watch the football and really don't have that sense of place." She dismissed the idea that the 2022 Qatar World Cup or the 2018 Russia World Cup significantly boosted tourism to those countries.
Trump and the American Influence
When asked about Trump's likely involvement, Cates smiled diplomatically. "I assume, because of his PR nous and skill for self-promotion, he will want to be front and centre. But I'm not sure that has the knock-on effect he will hope for. It might domestically. But he's the kind of person that anything he does just consolidates what people already think of him now."
The high costs of attending the tournament are another major concern. Cates noted that the American sporting culture often accepts premium prices for big events, which clashes with the traditional World Cup experience. "I don't think there's an understanding of how that works in a World Cup and that you don't get the full experience unless the fans can afford to get there. It isn't an entertainment show like the Super Bowl."
Excitement Amidst Concerns
Despite the caveats, Cates remains excited. She laughed about the decision to have Madonna perform at half-time of the final, calling it a "much better idea" than typical half-time shows. But she stressed that the true World Cup experience relies on fans being present. "Not everybody's going to be able to, either financially or logistically or because of travel bans. So that's another issue, and I think they're missing out on what makes a World Cup special."
Cates drew hope from her experience in Qatar, where she attended every Argentina game. "It was quite stressful going over there," she recalled. "But I went to Argentina v Mexico, and their fans were incredible." She described watching Lionel Messi as "a genuine privilege" and compared his playing style to an alligator that strikes suddenly. "Every now and again, me and my friend still send each other a text that says: 'Have you ever seen Messi win the World Cup?'"
Working from Salford
Cates, along with fellow presenters Gabby Logan and Mark Chapman, will work from a studio in Salford for most of the tournament, only heading to the US for the semi-finals and final. "At first I was a little bit disappointed," she admitted. "But I'm now very much on the positive side and thinking: 'Do you know what? It would be impossible to get to enough games to cover them.'"
She plans to create a party atmosphere in the studio, complete with Irn-Bru and Tunnocks Caramel Wafers, to match the headspace of viewers watching at home. "There's something nice in being mentally and emotionally in the same place as the viewers," she said.
Responsibility and Memories
Cates emphasized the responsibility that comes with presenting to millions of viewers. "You don't want to let people down. World Cups are such a big part of people's lives, and we're covering it for kids who will have their first World Cup memories in this one." She added that presenters are often forgettable compared to the games and pundits, except for legends like Des Lynam.
With Scotland in the tournament for the first time in years, Cates is especially emotional. "Just the thought of Scotland being in the World Cup is amazing. If your own country isn't there, it's not the same. This feels different. This feels more emotional."
