As she prepares for her fifth World Cup as a presenter, Kelly Cates considers the familiar concerns that come with each tournament. “There’s always something that triggers anxiety,” she remarks. This time, her thoughts focus on the impact of humidity and altitude on players, in addition to pressing political issues.
“Furthermore, there’s a concern that this may not feel like a genuine World Cup experience. In the U.S., they probably see this as a chance to elevate the event, whereas we take a more traditional view, questioning why they would modify something already remarkable,” she elaborates.
Cates, set to cover the World Cup for BBC television and Radio 5 Live, has previously reported from events in Russia and Qatar. She acknowledges the reality of a tournament largely hosted in the U.S. Kicking off in Mexico City on Thursday, the competition will feature 13 matches each in Mexico and Canada, with the majority occurring in the USA.
There is considerable resentment towards America from Mexico, Canada, and Europe, and the tournament will unfold amidst the ongoing conflict between the U.S. and Iran, compounded by the controversial leadership of Donald Trump and FIFA President Gianni Infantino, whose policies have driven ticket and travel prices sky-high.
“We intend to cover all these issues, especially in the lead-up to the event,” Cates states, showcasing her characteristic warmth and willingness to tackle difficult topics. “Once the games begin, we have the football to immerse us, which is the main objective. However, it’s a fine line between introducing the World Cup to unconventional venues, which can be beneficial, and leveraging it to promote political agendas or personal interests.”
“I’m doubtful that the notion of sportswashing is effective during a World Cup. Fans generally concentrate on the game itself rather than the location. I question whether people watched the Qatar World Cup and thought, ‘I must visit Doha,’ or felt the same after England’s semi-final run in Russia in 2018,” she adds.
When asked about the implications of hosting a World Cup that will be inevitably linked to Trump, Cates responds with a diplomatic demeanor. “Given his flair for self-promotion, he will likely attempt to be in the spotlight. However, I don’t believe this will yield the intended results. Domestically, it might resonate, but he tends to reinforce pre-existing perceptions of himself, and I doubt minds will change.”
More urgent are the financial and logistical challenges the World Cup poses for fans. “The American sports culture creates a disconnect regarding the expectation of exorbitant costs for major events,” Cates comments. “There seems to be a lack of understanding that fans need to be able to afford attendance to genuinely enjoy the experience. This isn’t a spectacle akin to the Super Bowl.”
Cates laughs as she expresses her excitement about Madonna’s performance during the halftime show of the final on July 19. “I’m usually not a fan of halftime shows, but with Madonna, Shakira, and BTS involved, it undeniably raises the bar,” she confesses.
Shifting back to a more serious note, she underscores, “The heart of the World Cup resides in the fans. Without their presence, the event loses its enchantment. Not everyone can afford to travel, whether due to financial limitations or logistical obstacles, which diminishes what makes a World Cup special. They’re depending on flashy entertainment to fill a void left by absent fans, but that won’t replicate the traditional World Cup vibe.”
As a football enthusiast and media professional, Cates expresses her hope that these concerns won’t overshadow the tournament’s thrill. “I’m hesitant to claim that these issues will detract from the experience because once the action begins, the energy is infectious, even for those of us covering it,” she shares.
Reflecting on her experience in Qatar, Cates remembers the apprehension surrounding coverage of the event. “There was considerable anxiety about how to approach it and what the atmosphere would be like. I was particularly concerned about how sanitized the matches could become.”
“At times, it felt somewhat sterile, but attending the Argentina versus Mexico match was an unforgettable experience. The stands were steep, creating an exhilarating ambiance reminiscent of vintage footage from the 1978 World Cup. The Argentine supporters were phenomenal,” she reflects.
“I attended every Argentina match, whether for work or pleasure, and by the end, I felt a deep connection to them. Their victory was such a joyful moment. Witnessing the final and being close to Messi was a true privilege,” she recalls.
Cates describes the thrill of watching Messi in action with wonder. “During discussions on 5 Live with expert Tim Vickery, we compared it to observing an alligator—seemingly still until it strikes. Experiencing such a legendary player was surreal. My colleague Simon and I still message each other asking, ‘Did you ever see Messi win the World Cup?’”
Cates’s enthusiasm is infectious as she reminisces about the excitement surrounding Scotland’s remarkable qualifying matches, especially their 4-2 victory over Denmark in November. “I was covering the match for BBC Scotland at Hampden, and it was phenomenal,” she recounts. “The commentary-cam capture of pundits was a fun addition, and I ended up seated among them. I don’t know how I didn’t realize I was caught on camera celebrating Scott McTominay’s stunning goal, but my friends certainly did!”
“It was freezing, and I was bundled in heavy gloves, which made me look like someone unfamiliar with clapping. I was simply overwhelmed with excitement,” she adds with a laugh.
“Pat Nevin and I discussed the season’s highlights on the radio last month. He mentioned that watching Scotland’s performance might be one of the greatest feelings he’s experienced in football. It truly was something special.”
Reflecting on Scotland’s past struggles, Cates observes, “We’ve faced years of disappointing outcomes, so we were bracing for disappointment. However, after scoring the first goal, the euphoria was tempered by a sense of dread that we had scored too soon. Yet, three more incredible goals followed, and my phone buzzed with messages until the early hours as everyone was buzzing with excitement.”
When asked about her feelings regarding the BBC’s decision to have her and fellow presenters, Gabby Logan and Mark Chapman, working from a studio in Salford during the tournament’s early stages, Cates admits, “Initially, I felt disappointed. But now, I’m focusing on the positives, realizing it would be impossible to cover all the games in person.”
She reassures fans, “We’ll still have a strong presence, especially for the Scotland matches, with Eilidh Barbour on-site. While I enjoy the idea of the Scotland match against Haiti being scheduled for 2 AM, we may not share the same atmosphere as those enjoying it in a pub. Still, we’ll be immersed in that surreal, late-night World Cup kickoff time zone.”
“I plan to stock up on Irn-Bru, Tunnocks Caramel Wafers, and Teacakes to create a festive atmosphere in the studio, aligning our mental state with viewers at home. It’s important to share that emotional experience,” she explains.
Cates will engage in a mix of TV and radio coverage before heading to the U.S. for the semi-finals and final. On television, she, Logan, and Chapman will guide discussions with a panel including Alan Shearer, Wayne Rooney, Thomas Frank, and Olivier Giroud. However, she is also aware of ITV’s coverage. “Absolutely, I’ll be watching closely, more so than in a typical tournament. I’m looking forward to seeing everything and catching up with many ITV pundits I know well. There’s a corporate rivalry regarding numbers, but for us, it’s all about enjoying the matches and supporting our friends.”
Cates acknowledges the immense responsibility that comes with covering such a significant event. “There’s a sense of duty to meet the expectations of viewers who depend on us for coverage. World Cups are pivotal moments in people’s lives, and we’re capturing this for children creating their first World Cup memories and for those who cherish this event every four years.”
“Ultimately, fans remember the matches. They might recall the pundits, but presenters are often an afterthought. Unless it’s someone like Des Lynam,” she chuckles.
As is customary before a World Cup, Cates finds her pre-tournament apprehensions starting to dissipate. She beams when discussing her role in hosting the Scotland versus Brazil final group game. “Just the thought of Scotland participating in the World Cup is exhilarating. If your country isn’t involved, it’s simply not the same. Although Scotland has qualified before during my lifetime, this feels uniquely emotional.”
