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The Guardian - UK

Business

Mark Sweney

DARK SECRETS: Itv says world cup will be six week super bowl for advertising | Rare Historical Photos

World Cup Kelly Williams Super Bowl England Gary Lineker Euro Euro 2024 Football Google NIke

England’s Declan Rice passes the ball during a pre-World Cup friendly against Costa Rica — England’s Declan Rice passes the ball during a pre-World Cup friendly against Costa Rica. Photograph: John Raoux/AP

The World Cup will be the most lucrative sports event ITV has ever aired, the broadcaster has said, with bosses calling the tournament a “six-week summer Super Bowl moment” for TV advertising.

The channel is airing 51 of the 104 matches across the men’s tournament, co-hosted by the US, Mexico and Canada, which is the biggest yet after an expansion from 32 to 48 teams.

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