As she prepares for her fifth World Cup as a presenter, Kelly Cates shares her apprehensions regarding the tournament. She observes, “Every tournament brings its own set of worries,” emphasizing her concerns about how humidity and altitude may impact player performance, along with various political issues surrounding the event.
“There’s a fear that this World Cup won’t feel authentic,” she admits. While some Americans might view this as an opportunity for improvement, Cates and others with a more traditional perspective question the need to change a cherished event.
Cates will be covering the matches for BBC television and Radio 5 Live, drawing on her experiences from previous tournaments in Russia and Qatar. She acknowledges the distinct challenges posed by a tournament primarily hosted in Donald Trump’s America. Kicking off in Mexico City, the event will feature numerous games across Mexico and Canada, with the bulk occurring in the United States.
The backdrop of this tournament is marred by significant resentment towards the U.S. from Mexico, Canada, and Europe, exacerbated by ongoing geopolitical tensions and the controversial decisions of FIFA president Gianni Infantino, who has allowed ticket and travel costs to soar.
“We aim to tackle these issues, especially leading up to the matches,” Cates explains, blending warmth with a straightforward approach to sensitive topics. “Once the matches commence, football becomes a much-needed distraction. However, there’s a delicate balance between showcasing the World Cup in regions where it typically wouldn’t be held for positive reasons versus exploiting it for political advantages.”
“I’m skeptical about the effectiveness of sportswashing in the context of a World Cup,” she continues. “People generally focus on the game itself rather than its location. Viewers of the Qatar World Cup likely didn’t think, ‘I want to visit Doha,’ nor did those watching the 2018 tournament feel compelled to travel to Russia, even with England’s impressive performance.”
When asked about Trump’s influence on the tournament, Cates responds with a diplomatic smile. “His talent for garnering publicity suggests he will chase the spotlight. However, I’m unsure if that will resonate as he hopes. Perhaps domestically, but he tends to reinforce existing beliefs rather than change them.”
Financial obstacles and logistical issues pose significant challenges for fans eager to attend. “The American sports culture often overlooks the reasons why someone wouldn’t pay exorbitant prices for major events,” Cates observes. “They may not realize that the true World Cup experience is diminished if fans cannot afford to attend, as it’s not just an entertainment event like the Super Bowl.”
She lightens the mood with a laugh about the halftime entertainment. “I must admit, I’m excited about Madonna performing during the final. Typically, I’m critical of halftime shows, but with her and other stars like Shakira and BTS involved, it definitely adds to the excitement.”
However, Cates quickly returns to a more serious tone. “The spirit of the World Cup is lost without the presence of fans. Many will encounter financial, logistical, or travel barriers that prevent them from attending. This could detract from the event’s unique atmosphere. Organizers are relying on glitz and glamour to compensate for the absence of fans, but it won’t replicate the authentic World Cup experience.”
As a passionate football fan herself, Cates comprehends the emotional stakes. “I’m hesitant to suggest that these worries could spoil the tournament because once it begins, the excitement is tangible—even for those of us involved in the coverage.”
Reflecting on her experiences in Qatar, she recalls the anxieties leading up to the event. “There were so many discussions regarding how we would approach coverage; I felt immense pressure to strike the right tone. I was concerned about the sanitization of the games.”
“At times, I felt some coldness, but during the Argentina versus Mexico match, the atmosphere was electric. The stands felt distant yet vibrant, reminiscent of old footage from Argentina’s 1978 tournament, with passionate fans creating an unforgettable experience.”
“I attended every Argentina match except for the one against Saudi Arabia, and by the end, I felt a profound connection with the team. The ties between Argentina and Scotland made me feel as though I belonged. When they won, I was ecstatic. Witnessing that final was an incredible privilege, especially seeing Messi play up close.”
Cates expresses her admiration. “We discussed it on 5 Live with Tim Vickery, and it was akin to observing a predator; Messi lurks beneath the surface, unnoticed until he strikes. Watching such a legendary player in action was mesmerizing. My friend Simon and I often reminisce about witnessing Messi clinch the World Cup.”
Her enthusiasm shines through as she recalls the thrilling qualifying matches, particularly Scotland’s victory over Denmark. “I was working for BBC Scotland at Hampden, and it was exhilarating. We had a commentary camera focused on the pundits, and during Scott McTominay’s stunning goal, I found myself exclaiming, ‘What a fantastic goal!’”
“I can’t believe that moment got captured; my friends quickly texted me, saying they could lip-read. It was freezing, and I was bundled up, looking quite ridiculous while celebrating,” she adds with a chuckle. “Pat Nevin and I recently discussed unforgettable moments in football, and he expressed that it might be the best feeling he’s ever had, whether watching or playing.”
Cates acknowledges that after years of near misses, fans were bracing for disappointment. “Scoring first brought a mix of joy and apprehension—‘Did we score too early?’—but three more incredible goals followed, and my phone buzzed with messages until the early hours. Everyone was ecstatic.”
When asked about her feelings regarding the BBC’s decision to have her and her colleagues present from Salford, she admits there was initial disappointment. “I felt a bit let down at first, but now I recognize the positives. Covering enough games in person would be unfeasible.”
“We’ll still maintain a presence,” she assures, mentioning that Eilidh Barbour will be on-site for Scotland’s matches. “I actually like the idea of the first Scotland game against Haiti being at 2 AM. Although we may not share the same environment as viewers in pubs, we’ll be in that surreal, late-night World Cup time zone.”
“I plan to bring Irn-Bru and Tunnocks Caramel Wafers to create a festive atmosphere in the studio, aligning our mindset with those watching at home. It’s vital to be in sync mentally and emotionally with the audience.”
Cates will juggle her time between television and radio, heading to the U.S. for the semi-finals and finals. Alongside presenters Gabby Logan and Mark Chapman, she will guide a panel of esteemed pundits, including Alan Shearer, Wayne Rooney, Thomas Frank, and Olivier Giroud. But will she keep a close eye on ITV’s coverage?
“Absolutely, and more so than in a typical tournament. I’m eager to catch every moment, especially since I have many friends among the ITV pundits. While there’s corporate rivalry regarding viewership numbers, for us, it’s about enjoying the games and supporting our friends.”
“There’s a significant weight of responsibility knowing so many viewers depend on us for coverage,” Cates reflects. “We want to deliver because World Cups mean so much to people, from youngsters creating their first memories to seasoned fans for whom it’s a significant event every four years.”
“Ultimately, fans cherish the matches first and foremost, and while they may remember pundits, presenters like us aren’t the main focus. Unless you’re Des Lynam, of course,” she jokes, eliciting laughter.
As the tournament draws near, pre-event worries begin to dissipate. Cates beams at the thought of Scotland competing against Brazil in their final group match. “Simply having Scotland in the World Cup is incredible. If your nation isn’t part of it, the experience is different. Although Scotland has participated before, this feels more significant and emotional.”
