As she gears up for her fifth World Cup as a presenter, Kelly Cates expresses her apprehensions. “Before every tournament, there are always worries,” she notes. “This time, I’m concerned about the humidity and altitude affecting the players, not to mention the political climate.”
She continues, “There’s also the fear that this event won’t feel like a true World Cup. In the United States, they might view it as an opportunity for improvement, whereas we see it through a more traditional lens, questioning why they would alter something that is already extraordinary.”
Cates, who will be anchoring World Cup matches on BBC television and Radio 5 Live, reflects on her experiences in Russia and Qatar. The tournament kicks off in Mexico City on Thursday, featuring 13 matches in both Mexico and Canada, but the majority will be hosted in the United States.
With rising sentiments against the U.S. in Mexico, Canada, and Europe, the World Cup will unfold amidst ongoing tensions, including the U.S. conflict in Iran and the controversial dynamics with Donald Trump and FIFA President Gianni Infantino, who has permitted exorbitant ticket and travel costs.
“We aim to discuss these topics, especially as we prepare for the tournament,” Cates explains, showcasing her blend of warmth and openness to address challenging issues. “Once the matches commence, football becomes a wonderful distraction. Yet, there’s a fine line between bringing the World Cup to non-traditional countries, which can be a force for good, and using it for political gain.”
“However, I’m not convinced that sportswashing is effective during a World Cup. People primarily focus on the matches rather than where they are held. I doubt viewers watched the Qatar World Cup and thought, ‘I must visit Doha,’ or that England’s semi-final run in 2018 inspired a rush to book flights to Russia.”
When asked about the implications of a World Cup intertwined with Trump, Cates smiles diplomatically. “I expect he’ll want to be prominently featured due to his knack for self-promotion. Yet, I don’t believe it will significantly change public perception of him. People’s opinions of him are already well-established.”
More pressing, she notes, is the financial burden and logistical hurdles the World Cup presents to fans. “In America, the sports culture often leads to an expectation of premium pricing for major events. There’s a disconnect in comprehending that a World Cup experience is not just an entertainment spectacle like the Super Bowl.”
Laughing, the 50-year-old presenter shares her excitement about Madonna performing during the halftime of the final on July 19. “I’m usually critical of halftime shows, but the addition of Madonna, along with Shakira and BTS, has transformed it into a much more appealing idea.”
However, she quickly returns to a serious tone. “The true essence of the World Cup is lost if fans can’t attend. The experience is diminished without their presence due to financial constraints, logistical challenges, or travel restrictions. They’re hoping the American showbiz flair can compensate for the absence of fans, but it won’t replicate the traditional World Cup atmosphere.”
Cates is as passionate about football as she is about her role in media. “I’m cautious about saying these concerns will ruin the World Cup because once it begins, the excitement is palpable, even for those of us involved in coverage.”
Reflecting on her experience in Qatar, she recalls, “It was quite stressful leading up to the event. We had numerous discussions filled with anxiety about how to approach coverage. I worried about maintaining the right tone and how sanitized the games would be.”
“There were moments of coldness, yet during the Argentina versus Mexico game, the ambiance was electric. The stands appeared distant yet vibrant, reminiscent of footage from Argentina in 1978. Their supporters were magnificent.”
“Except for the Saudi Arabia match, which I don’t regret missing, I attended every Argentina game, whether for work or as a spectator. I became so involved that by the end, I felt a connection to Argentina. The links between Argentina and Scotland made it feel like I was among my people. I was ecstatic when they won. That final? It was an incredible privilege to witness Messi up close.”
Cates expresses her amazement, recalling discussions with Tim Vickery on 5 Live. “Watching Messi was like observing an alligator. He lies in wait, unnoticed, until he suddenly strikes. It was breathtaking to see such a legendary player in action. My friend Simon and I, who produced many of the matches together, still exchange messages asking, ‘Have you ever seen Messi win the World Cup?’”
Her enthusiasm shines through as she recalls the excitement of World Cup qualifying matches, particularly Scotland’s thrilling 4-2 victory over Denmark in November. “I was working for BBC Scotland at Hampden, and it was unforgettable,” she shares. “They introduced a commentary-cam where I found myself surrounded by pundits. Somehow, it escaped social media, but when Scotland scored that phenomenal goal by Scott McTominay, I was caught on camera exclaiming, ‘What a fantastic goal!’”
“My friends were texting, amazed that it hadn’t gone viral. It was freezing, and I was decked out in heavy gloves, looking like someone who had never clapped before. I was just so exhilarated.”
“Pat Nevin and I recently did a show discussing the season’s highlights. He remarked that it might be the greatest feeling he’s experienced in any football match. It truly was something special.”
“After years of near misses, we entered the match prepared for disappointment. Yet, after the first goal, the initial euphoria was tempered by the thought, ‘We scored too early.’ Fortunately, we netted three more sensational goals, and my phone buzzed with messages until the early hours of the morning as everyone was buzzing with excitement.”
When asked about her feelings on the BBC’s decision to have her, Gabby Logan, and Mark Chapman report from a studio in Salford until later in the tournament, Cates admits, “Initially, I felt a bit let down. However, I’ve shifted to a more positive view, realizing it would be impossible to cover enough matches.”
She reassures, “We’ll still maintain a presence. For Scotland’s matches, Eilidh Barbour will be on-site, and we’ll have correspondents in the stadium. However, I find it amusing that our first Scotland game against Haiti will kick off at two in the morning. We will be in a different mindset from those watching in pubs, but we’ll exist in that surreal, middle-of-the-night World Cup time zone.”
“I plan to bring in 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 essential to share the same emotional space with our audience.”
Cates will blend television and radio coverage before heading to the U.S. for the semi-finals and finals. While she, Logan, and Chapman will lead a panel featuring pundits like Alan Shearer, Wayne Rooney, Thomas Frank, and Olivier Giroud, she is keen on keeping an eye on ITV’s coverage.
“Absolutely, and more so than in a typical tournament. I’ll have the chance to watch everything, which is enjoyable since I know many of the ITV pundits well from working alongside them frequently. There’s a corporate rivalry regarding viewership numbers, but for us personally, it’s about enjoying the games and reconnecting with friends.”
Cates acknowledges the weight of responsibility that comes with a vast audience relying on her for coverage. “You want to live up to their expectations. World Cups are significant moments in people’s lives, and we’re documenting them for children experiencing their first World Cup and for those for whom it’s a cherished tradition every four years.”
“Ultimately, they remember the matches. The presenters, like us, tend to fade into the background. Unless it’s someone like Des Lynam, no one recalls a presenter during an unforgettable World Cup moment.”
Cates chuckles, and as the World Cup approaches, her initial concerns begin to fade. With excitement, she anticipates hosting the Scotland versus Brazil match in their final group game, unable to hide her smile. “The mere thought of Scotland competing in the World Cup is remarkable. If your nation isn’t represented, it doesn’t feel right. Although we’ve participated before in my lifetime, this time feels distinct. It carries a deeper emotional significance.”
