The BBC has unveiled its new World Cup studio in Salford, hitting back at criticism over its decision to base coverage in the UK rather than in the United States. The Manchester Evening News went behind the scenes at MediaCityUK as the broadcaster showcased the state-of-the-art facility.
BBC’s Salford Studio
The BBC’s new studio features a panoramic digital screen that can display changing images of host cities, such as Boston, making it appear as if presenters are in the Americas. The studio will be used for the first time on Friday night for the 2026 World Cup coverage.
Director of BBC Sport Alex Kay-Jelski defended the choice, saying: “It’s not a green box in Salford. It’s a beautiful state-of-the-art studio. No one’s seen it until now. I’m really proud of this.” He added that the end product for viewers at home would not be significantly different from a US-based studio.
ITV’s New York Studio
Meanwhile, ITV has flown its presenters and pundits to America, where it unveiled a spectacular Brooklyn studio with a view of the New York skyline on Wednesday for the England warm-up match against Costa Rica. The studio drew praise from viewers, with some joking that the skyline “is not AI”.
Criticism of BBC Decision
The BBC has faced criticism from figures including former host Gary Lineker, who in April boasted about heading to the US for the World Cup while his former employers remained “in Salford in a green box”. TV critic Boyd Hilton called the decision “terrible” and “weak sauce”.
Former BBC presenter Dan Walker noted the dilemma: “As ITV unveil their super-snazzy Brooklyn studio… I do feel a bit for the BBC who will be broadcasting games back in Salford. The location will have cost ITV a fortune and the BBC can’t win… if they go then there is criticism every day about the cost and, if they don’t go, they get hammered for staying at home.”
Reasons for Staying in Salford
Kay-Jelski cited environmental and budget reasons for the decision. The 2026 World Cup is spread across Mexico, the US, and Canada, requiring significant air travel. He said: “To have what would probably been an extra couple of hundred people out there – and that’s before you build a studio – I mean you’re talking millions.” He added that the budget is not infinite and that using licence payers’ money sensibly was a priority.
Presenter Line-up and Fan Experiences
The BBC’s presenters from Salford include Gabby Logan, Mark Chapman, Kelly Cates, and Alex Scott, with punditry from Wayne Rooney, Joe Hart, Micah Richards, Gael Clichy, and Olivier Giroud. On-the-ground reporters include Alan Shearer and Danny Murphy.
Kay-Jelski confirmed that no pundit turned down the opportunity to appear from Salford. MediaCity CEO Alice Webb said the location would also host family-friendly fan experiences throughout the tournament.
