What Comms Pros Need to Know About Pitching Sports Reporters During World Cup 2026
The World Cup is finally here! We caught up with ESPN’s senior football writer James Olley to get the inside track on what stories score with journalists when the world's biggest sporting event is underway.
From cutting through the noise and covering breaking news to the PR pitches that catch his eye, James shares his playbook for navigating the tournament and what comms pros can learn from the media frenzy surrounding it.
What makes a World Cup story cut through when every media outlet in the world is competing for attention? The pace of a World Cup is relentless, especially this one with 48 teams and four matches every day in the group stage. So the best stories either sit above that hamster wheel and give an overarching context or break down one aspect of it into a relatable nugget of information. There are some big issues at this tournament - border control, ticket prices etc - so clear, extreme examples of those (Omar Artan) always cut through.
How much of your coverage is planned months in advance versus reacting to unexpected moments? This is a constant balancing act. Some of the broader topics you can plan for are assigned in advance - an England preview, examining the stadia/pitches in use, lighter topics like predicting the matches or ranking the teams - but the best newsrooms always leave space to pivot quickly based on breaking news.
How has social media changed the way ESPN approaches World Cup coverage compared with previous tournaments? It is changing conventional thinking around priorities. The considered written word now competes with video, live blogs and live shows for attention. For example, a major story could break and the expectation of reporters would be to file news, record and send a video and then perhaps join a live show - whether that is on YouTube or one of ESPN’s linear channels - to discuss and react to it. But ESPN prides itself on making sure we’re right rather than just rushing out unverified information so there is always a balance to be struck between speed and accuracy.
Are younger audiences consuming World Cup content differently from traditional TV viewers? Of course. Social media is driving this. I’ve read that the number of younger viewers ready to spend a full 90 minutes watching the actual matches is in decline. Highlights packages and bitesized information is usually the route in for so many younger people. And then the longer form reads hopefully keep them there. There’s a danger in chasing that younger audience that they are patronised or talked down to - that’s why I believe the long-form pieces are really important so that range of coverage is available to all.
How does coverage differ for hardcore football fans versus casual viewers who only watch the World Cup? This is often about tone. General fans usually want something lighter and more accessible, invariably focused on the biggest teams and the big names. More rudimentary terminology, the big picture items broken down. Hardcore fans want the detail, whether that is tactical or personal. The story behind the story. We’re very fortunate at ESPN that they believe strongly in sending reporters to matches, press conferences, tours, tournaments to really enable pieces to benefit from the granular detail you can only get from being on the ground. That hopefully enables us to service both the casual fan and the sports nut in equal measure.
What separates helpful PR support from noise during a major tournament? Don’t tell us what is interesting. And don’t overwrite. Good PR reflects the rhythm of journalism: breaking news, reaction and features. Timing and relevancy to those three stages maximises the chance of coverage. Also, offering access to experts is generally better than interviewing experts on a journalist’s behalf and emailing their opinions. It widens the opportunity you are offering.
Quick fire…
While reporting on football, do you prefer hot weather or cold? Hot weather
Watch a match in-person or on TV? Always live - why let someone else control what you can see?
Would you have rather been a reporter or player? A lot of reporters are players doomed to remain amateurs and I’m no different
Prediction to win the World Cup? Spain
Reach out to James on LinkedIn, Instagram and X.
Remember folks, keep this just between us! We’re off the record.
Thank you for reading Off the Record! We want to make our newsletter as helpful as we can, so please get in contact if there’s anything specific you want to see.
We offer media masterclasses for brands/PRs/organisations looking to sharpen their storytelling, improve their relationships with journalists and boost their media coverage. If you’re interested, please email us at info@offtherecordmedia.co.uk