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

The Guardian World Thursday 11 June 2026, 11:34 UTC By Mark Sweney 1 min read
Key Points

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

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.

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ITV (ORG) World Cup (EVENT) Super Bowl’ (EVENT) Super Bowl (EVENT) US (LOCATION) Mexico (LOCATION) Canada (LOCATION)
Originally published by The Guardian World Read original →

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