There are numerous reasons why this year's World Cup is extraordinary. Being in the run up to Christmas, there are more opportunities than ever to spotlight your brand at the most wonderful time of the year

The FIFA World Cup is the outstanding marketing opportunity of the year; let us help you hit the back of the net with our World Cup advertising opportunities.


  • Scale and reach - 80% of the UK is expected to tune into the coverage 

  • Big performances - home nations England and Wales predicted to draw record-breaking audiences: 26.4m watched the England v Denmark Euros’ semi-final.

  • Shared viewing - uniting the nation with hope and positivity: 97% of our viewers say they will watch it with others.

  • The power of live TV - 95% of viewing is live and 99% on the same day.

  • The biggest marketing event of the year - on the biggest UK commercial platform, at the biggest time of the year.

What matches will ITV have?

ITV has exclusive live coverage of 32 matches, along with shared coverage of the live final, meaning it will be at the heart of the World Cup. ITV Sport will work closely with the commercial team to create the best possible opportunities for you and your brand, whilst providing a high-quality experience for viewers. ITV will show England’s group game against the USA and will have picks one and two of the round of 16 and first pick of the quarter-final stages. The tournament kicks off on ITV [and STV in Scotland] on 21 November with coverage of the first match between the Netherlands and Senegal. ITV will also show standout group stage matches featuring number one FIFA ranked country Brazil’s matches against Switzerland and Cameroon, World Cup holders France’s key match against Denmark, as well as games involving other heavyweights Argentina, Germany, Spain, the Netherlands and Portugal. All ITV games will be shown on ITV, ITVX, STV and STV Player.


Why ITV?

We have had record-breaking audiences for football in the UK. Coverage of the last FIFA World CupTM on ITV was seen by over 80% of all viewers – that’s more than 48 million people. England's win over Denmark at Euro 2020 attracted a record peak viewing figure of 27.6m! That was the highest ever peak football audience for a single channel game in the United Kingdom. As well as this, England v Croatia at the semi-finals of the World Cup in 2018 was watched by 26.5m viewers. 

This year, group games take place throughout the day - and with kick-offs at 10am, 1pm, 4pm and 7pm, we’re expecting the biggest audiences of the year. Place your brand before the eyes of the nation and find out why we're better together.


Why is the FIFA World Cup the place to be on TV in 2022? 

Viewing is expected to be better than ever, creating the perfect platform to showcase your brand. Not only this, but the excitement of a global sporting event will have viewers continuing to tune in through the whole tournament. In fact, the difference in viewer coverage between 2018 when England reached the semi-finals, and 2014 when they crashed out in the groups, was only 3%!


To find out more, get in touch with your sales representative or email

England image 1.
England 2
england celebrations
The World Cup is now in focus and we’re delighted to be able to bring viewers coverage of what promises to be some of the standout games of the tournament across ITV channels and our new free streaming service ITVX, which launches this autumn. We’re kicking-off with the opening match and will show England’s group stage match against the USA as well as games involving tournament favourites such as Brazil, France, Argentina, Spain and the Netherlands. Plus, we have picks one and two of the round of 16 and pick one of the quarter-finals. The ITV Sport team is now looking forward to bringing viewers the very best of the first winter World Cup. Niall Sloane, ITV Director of Sport

Why is advertising more important than ever?

The world has faced many challenges in recent years with Covid, climate action and political posturing. Here’s a chance to celebrate culture, diversity and international unity through the positive power of sport. We’d love your brand to join us as we take the tournament into millions of hearts and homes around the UK. 


 Date  Match  Kick Off  Channel
 21/11/22  Senegal vs Netherlands  10am  ITV
 21/11/22  USA vs Wales  7pm  ITV
 22/11/22  Argentina vs Saudi Arabia  10am  ITV
 22/11/22  Denmark vs Tunisia  1pm  ITV
 23/11/22  Morocco vs Croatia  10am  ITV
 23/11/22  Germany vs Japan   1pm  ITV
 23/11/22  Spain vs Costa Rica  4pm  ITV
 24/11/22  Switzerland vs Cameroon   10am  ITV
 24/11/22  Portugal vs Ghana  4pm  ITV
 25/11/22  Netherlands vs Ecuador   4pm  ITV
 25/11/22  England vs USA   7pm  ITV
 26/11/22  Poland vs Saudi Arabia   1pm  ITV
 26/11/22  France vs Denmark   4pm  ITV
 26/11/22  Argentina vs Mexico   7pm  ITV
 27/11/22  Japan vs Costa Rica   10am  ITV
 28/11/22  Cameroon vs Serbia   10am  ITV
 28/11/22  Brazil vs Switzerland  4pm  ITV
 28/11/22  Portugal vs Uruguay  7pm  ITV
 29/11/22  Ecuador vs Senegal   3pm  ITV
 29/11/22  Netherlands vs Qatar   3pm  ITV
 01/12/22  Japan vs Spain   7pm  ITV
 01/12/22  Costa Rica vs Germany   7pm  ITV
 02/12/22  Serbia vs Switzerland   7pm  ITV
 02/12/22  Cameroon vs Brazil   7pm  ITV


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