What ITV Sky sale means for watching England games for free during World Cup 2030 and beyond
Across England yesterday millions stayed up late into the middle of the night to see the national team take on Mexico and advance to the quarterfinals in an instant classic, winning 3-2.
Whilst a roughly equal number in Scotland, Wales, and the North of Ireland probably were just as devastated Mexico lost, fans from both sides in the UK can all agree on one thing: it’s pretty great we were all able to watch it for free.
This was able to happen since both ITV and BBC made a deal to jointly show the World Cup in 2026 and 2030, with a dual broadcast for the live final of each.
Today’s news that ITV’s Media and Entertainment have been bought by Sky in a £1.6 billion deal will have left some fans anxious that in 2030 they will be unable to watch 36-year-old Harry Kane slotting penalties in without having to pay for a subscription.
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The 2030 World Cup should not be a worry for fans however, as the deal has already been struck between the BBC and ITV to show it for free as part of their two-tournament deal. Should fans though be concerned about the tournaments beyond that, or other sporting events such as the Six Nations or Rugby World Cup?
A little-known law means fans shouldn’t be concerned about England’s upcoming World Cup games
Whether you’re an England fan convinced that the 2034 World Cup will see England trying to win a third tournament in a row, or a Scotland fan who is considering contacting that viral Ghanaian witch doctor to make sure Norway beats them, you shouldn’t be worried about whether ITV will put the World Cup behind a paywall.
The UK TV regulator Ofcom has certain sporting events that are designated as ‘Category A’, meaning that live coverage must be made available on free-to-air channels. This includes the entirety of the World Cup and Women’s World Cup, along with both Men’s and Women’s Euros, the FA Cup Final, the Grand National in horse racing, Rugby Union World Cup final, the Wimbledon finals, and the Olympics.
The Six Nations is a Category B event however, meaning that it can be shown on paid TV channels as long as sufficient highlights are aired on free TV.
Have Sky said anything about keeping sport free-to-air?
In their statement announcing the purchase of ITV, Sky made a commitment to showing ‘more free-to-air sport than ever before’.
They said: “ITV’s channels and ITVX will remain free-to-air, with all public service broadcasting commitments continuing in full, including regional news and programming.
“The combined business will deliver more sport free-to-air on ITV services than ever before, while enhancing streaming through improved technology, better discovery and a more seamless viewing experience.”
Sky group chief executive Dana Strong said: "This is a defining moment for British media and an opportunity to build a stronger future for two of the UK's most loved and trusted brands. We have huge respect for the transformation the ITV team has delivered, particularly its successful move into streaming through ITVX, which has brought fantastic British content to millions of viewers across the UK."
"Bringing Sky and ITV Media & Entertainment together combines the very best of free-to-air television, pay TV and streaming, ensuring viewers across the UK continue to enjoy outstanding British programming in a rapidly changing world.
“ITV will remain a public service broadcaster at the heart of British life, and we’re excited about the future we can build together.”
The Six Nations was confirmed last year to remain on free-to-air until 2029 on both ITV and the BBC, however after this there are no legal guarantees that it will stay on free-to-air TV.
The Nations League and individual friendlies from the England national team could still be moved onto paid TV, but for the meantime, any England games at the Euros or World Cup will remain free-to-air no matter what happens with Sky and ITV.
Michael Slavin