As she gears up for her fifth World Cup as a presenter, Kelly Cates openly acknowledges the mix of concerns that often accompany such prestigious tournaments. She notes, “There’s always something everyone is worried about. This time, my worries revolve around the players dealing with the humidity and altitude, along with significant political matters.”
Cates, who will be showcasing World Cup matches on BBC TV and Radio 5 Live, reflects on her past experiences in Russia and Qatar. She realizes that this tournament will largely take place in Donald Trump’s America, which is set to kick off in Mexico City on Thursday. It will feature 13 matches in both Mexico and Canada, but the majority will unfold on U.S. soil.
The backdrop of the tournament is marked by a general unease toward America from Mexico, Canada, and Europe, compounded by the ongoing U.S. military involvement in Iran. Additionally, the partnership between Trump and FIFA president Gianni Infantino raises eyebrows, especially as ticket and travel costs skyrocket.
“We certainly aim to address all these issues, particularly as we approach the tournament,” Cates explains, skillfully mixing her inherent warmth with a willingness to confront challenging topics. “Once the football begins, it serves as a wonderful distraction, but there is a fine line between introducing the World Cup to new locations for positive change and allowing it to be manipulated for political gain.”
She adds, “However, I have doubts about the effectiveness of sportswashing during a World Cup. I don’t believe that viewers pay much attention to the event’s location. They come to watch the football itself, often without a strong connection to the host country. I doubt many viewers of the Qatar World Cup thought, ‘I really want to visit Doha,’ or that the 2018 tournament in Russia inspired anyone to book a trip.”
Cates smiles diplomatically when discussing the inevitable presence of Trump during the World Cup. “Given his flair for public relations and self-promotion, I imagine he will want to be in the spotlight. But I’m uncertain that this will have the desired impact. While it may resonate domestically, he’s someone whose actions tend to reinforce existing perceptions rather than change opinions.”
More pressing is the reality that the World Cup will be expensive and logistically challenging for fans. “In America, the sports culture often leads to a lack of understanding regarding the financial implications of attending such significant events,” Cates remarks. “They might not grasp that full participation in a World Cup experience requires fans to be able to afford to attend. It’s not merely an entertainment spectacle like the Super Bowl.”
She chuckles at the thought of Madonna performing during the halftime show at the final on July 19. “I’m usually skeptical about halftime shows, but the inclusion of Madonna, alongside Shakira and BTS, has transformed it into a much more appealing idea.”
However, the seriousness of accessibility returns as she continues, “The authentic World Cup experience hinges on fan presence. Unless fans can travel, for various reasons including financial constraints or travel restrictions, they miss out on what truly makes the World Cup memorable. Organizers might hope to infuse excitement with American showbiz elements, but it won’t replicate the traditional World Cup feel.”
Cates, a dedicated football enthusiast, expresses her concern about the potential overshadowing of these issues. “I’m cautious about saying all these worries will dampen the World Cup spirit, as the excitement tends to take over once the tournament kicks off, even for those of us working behind the scenes.”
Reflecting on her experiences in Qatar, she shares, “The lead-up to that tournament was quite stressful, with numerous conversations surrounding our coverage. I was anxious about achieving the right tone and worried about how sanitized the games might be.”
She recalls attending the Argentina vs. Mexico match, where the atmosphere was electrifying. “The stand across from us was steep and distant, creating a surreal visual reminiscent of old footage from Argentina’s 1978 World Cup. The fans were phenomenal.”
“Aside from the Saudi Arabia game, which I’m not too upset about missing, I attended every Argentina match in Qatar, whether for work or enjoyment. I became so involved that by the end, I felt a connection to the Argentine fans. When they won, it was an overwhelming joy to witness Messi in action during that final. What an incredible privilege.”
She smiles as she recalls the excitement of World Cup qualifying matches, particularly Scotland’s remarkable 4-2 victory over Denmark in November. “I was working for BBC Scotland at Hampden that day. They had a commentary camera focused on all the pundits, and I ended up sitting right in the middle. Somehow, my reaction when Scott McTominay scored that fantastic goal slipped through on social media. I was caught on camera exclaiming, ‘What a goal!’ My friends couldn’t believe it when they saw it, and I was bundled up in heavy gloves, looking like someone who had never clapped before out of excitement.”
Cates continues, “Pat Nevin and I discussed that moment on the radio last month, and he remarked it might be the most exhilarating feeling he’s ever experienced in any football match. It truly was special.”
With years of near misses behind them, Cates reflects on the collective anxiety among fans. “After the first goal, there was an immediate sense of dread, thinking, ‘We scored too early.’ However, three more spectacular goals followed, and my phone buzzed non-stop until 4 AM as everyone was still buzzing with excitement.”
When asked about the BBC’s decision to have her and fellow presenters Gabby Logan and Mark Chapman working from a studio in Salford for most of the tournament, she admits, “Initially, I felt a bit let down. But now, I’m looking at it positively, realizing it would be impossible to cover all the games in person.”
Cates reassures fans that the BBC will maintain a presence at the matches, with Eilidh Barbour covering the Scotland games. “When I think about the first Scotland match against Haiti, I’m intrigued by the idea of it kicking off at 2 AM. We might not share the same atmosphere as those enjoying the game at the pub, but we’ll be in that odd, surreal World Cup time zone.”
“I plan to bring Irn-Bru and Tunnocks Caramel Wafers to create a festive studio vibe, aligning our mood with the viewers at home. It’s essential to share that emotional connection with the audience.”
She will manage a mix of television and radio coverage before heading to the U.S. for the semi-finals and final. Cates, Logan, and Chapman will anchor a panel featuring pundits like Alan Shearer, Wayne Rooney, Thomas Frank, and Olivier Giroud. When asked if she’ll keep an eye on ITV’s coverage, she responds, “Absolutely, and more than usual for this tournament. I’ll be able to catch everything, which is nice since I know many of the ITV pundits well. While there’s a corporate rivalry regarding viewership numbers, for us, it’s all about enjoying the matches and supporting our friends.”
Cates acknowledges the weight of responsibility that comes with the increased viewership. “It’s important to deliver quality coverage as World Cups are significant events in people’s lives, creating memories for children experiencing their first tournament and for those for whom it’s a cherished tradition every four years.”
“Ultimately, fans remember the matches. They might recall the pundits, but the presenters often fade into the background. Unless it’s someone iconic like Des Lynam, of course.”
As the pre-tournament concerns begin to fade, Cates’ excitement shines through. She will also host the Scotland vs. Brazil match in their final group stage game and can’t hide her grin. “Just knowing Scotland is in the World Cup is fantastic. If your country isn’t participating, it just doesn’t feel the same. While we’ve qualified in the past, this time feels different—more emotional.”
