As Kelly Cates prepares for her fifth World Cup as a television and radio host, she reflects on the anxieties that typically emerge before such tournaments. She expresses particular worry about the players facing challenges related to humidity and altitude, alongside political tensions surrounding the event.
“There are always worries before every tournament,” Cates explains. “This year, I’m particularly concerned about how it won’t feel like a traditional World Cup. While the U.S. might see it as an opportunity for improvement, many of us feel a sense of loss at the changes being made to something that is already remarkable.”
Cates, set to present World Cup matches on BBC and Radio 5 Live, acknowledges the unique landscape of this tournament, predominantly held in the United States but also featuring matches in Mexico City and Canada. She does not shy away from the reality that this World Cup unfolds amid significant political dynamics, including America’s ongoing conflicts abroad.
As Cates points out, the backdrop of the tournament is complicated by the strained perceptions of the U.S. in Mexico, Canada, and Europe. The event coincides with the contentious figure of Donald Trump, alongside FIFA’s president Gianni Infantino, whose decisions regarding ticket pricing have sparked outrage.
“We do our best to address these issues, especially leading up to the tournament,” she notes. “Once the matches begin, football provides a welcome distraction. However, there’s a tricky balance between hosting the World Cup in new locations, which can have positive outcomes, and allowing it to be used for political agendas or personal interests.”
Cates is skeptical about the effectiveness of attempts at sportswashing during a World Cup, stating, “I doubt fans are particularly concerned about where the event is taking place. They tune in for the football and often lack a real sense of connection to the host country. I don’t think viewers watched the Qatar World Cup and felt a desire to visit Doha, nor did they feel compelled to fly to Russia even when England reached the semi-finals in 2018.”
When discussing the potential influence of Trump on this World Cup, Cates adopts a diplomatic tone. “I expect him to want to be prominently featured due to his knack for self-promotion. However, it remains uncertain whether this will have the desired impact. Domestically, it might resonate, but I believe he has solidified his existing reputation, and no one’s opinions are likely to shift.”
The financial implications of attending the World Cup have also raised concerns, as Cates observes, “The American sports culture often expects fans to pay exorbitant prices for significant events. There seems to be a lack of understanding that a World Cup should be accessible to all fans, and without affordability, the experience cannot be fully enjoyed. This isn’t a spectacle like the Super Bowl.”
Amid the challenges, Cates expresses her excitement about the halftime show featuring Madonna during the final on July 19. “I’m usually not a fan of halftime performances, but knowing Madonna will be there, alongside Shakira and BTS, has made it much more appealing,” she admits with a chuckle.
However, her demeanor becomes serious again as she emphasizes the importance of fan presence. “The authentic World Cup experience hinges on having fans in attendance. If attendance is limited due to finances or logistical issues, it detracts from what makes the tournament special. They hope to compensate with entertainment and the glitz of American showbiz, but it won’t replicate the essence of a traditional World Cup.”
As a dedicated football enthusiast, Cates acknowledges the weight of the upcoming tournament. “I’m cautious about saying that these concerns will overshadow the World Cup because when the action begins, the excitement is palpable—even for those of us involved in the coverage.”
Reflecting on her experiences in Qatar, she recalls, “The lead-up to that World Cup was intense, filled with discussions about coverage and the right tone to strike. There were worries about the games feeling too polished and devoid of raw emotion.”
She vividly remembers attending the Argentina versus Mexico match, where the atmosphere struck her as almost nostalgic. “The stands were elevated, giving off a vintage vibe reminiscent of the 1978 Argentina World Cup. The fans were electric, and their passion was infectious.”
Cates shares her near-obsessive involvement with the Argentina matches in Qatar, stating, “I became so invested that I felt like I was part of the team. When they won, it was a euphoric moment for me, especially witnessing Messi’s brilliance up close.”
Her enthusiasm continues as she reminisces about Scotland’s electrifying victory against Denmark in the qualifiers. “Working for BBC Scotland at Hampden was surreal. We had a special commentary setup, and when Scott McTominay scored that stunning goal, I was caught on camera celebrating vigorously, much to the amusement of my friends who saw it on social media.”
“That match was monumental, and the thrill of it lingered long after. My phone buzzed all night with messages as everyone was still riding the high of the victory,” she adds, laughing at the memory.
Cates admits feeling initially disappointed that she and her colleagues, including Gabby Logan and Mark Chapman, will be stationed in a studio in Salford during the tournament’s earlier stages. “At first, I was a bit let down. But now, I see the positives. It would be impossible to attend every match and provide adequate coverage.”
She reassures fans that they will still have a strong presence, especially during Scotland matches, where Eilidh Barbour will be on-site. Reflecting on the Scotland versus Haiti match, she finds excitement in the late-night kickoff. “We may not share the same atmosphere as those watching in pubs, but we will be navigating this thrilling, albeit unusual, World Cup time zone together.”
“I plan to bring along Irn-Bru and Tunnocks Caramel Wafers to create a festive vibe in the studio, ensuring we are in sync with our viewers at home. It’s important to connect mentally and emotionally with them,” she adds.
Cates notes that she will balance between TV and radio while also preparing to head to the U.S. for the semi-finals and final. On screen, she will be joined by Logan and Chapman, alongside a panel of analysts including Alan Shearer, Wayne Rooney, Thomas Frank, and Olivier Giroud. However, she is also keenly aware of the competitive landscape with ITV’s coverage.
“I’ll definitely be keeping an eye on ITV more than usual. I’m excited to watch everything, especially since I know many of the ITV pundits well from working alongside them. While there’s a corporate rivalry regarding ratings, for us, it’s all about enjoying the matches and catching up with friends in the industry,” she explains.
For Cates, the weight of responsibility to deliver quality coverage is palpable. “So many viewers rely on us for their World Cup experience, and we aim to meet their expectations. This tournament is pivotal for many, including children who will cherish their first World Cup memories and long-time fans who associate it with significant life moments every four years.”
“Ultimately, they will remember the matches, and while pundits might leave an impression, presenters are often an afterthought. Unless, of course, it’s someone like Des Lynam,” she laughs.
As the tournament approaches, Cates finds herself eager, and those early concerns begin to fade. She looks forward to hosting the Scotland versus Brazil match in the group stages, her smile radiating excitement. “The mere thought of Scotland participating in the World Cup is exhilarating. Even though we’ve been there before, this feels more special and emotionally charged.”
