Earlier this month at our Future of Media Manchester event, The Media Leader's content director, James Longhurst, sat down with four leading sports journalists to peek behind the scenes of covering this year's biggest shared cultural moment: the 2026 World Cup.
John Cross is the chief football writer for the Mirror. Nikhita Chulani is the executive producer for Sport at The Guardian. Dean Scoggins is head of sport at The Sun. And Henry Williams is a sports presenter at the Daily Mail.
As they explained, with the World Cup being truly "24-7" this year, publishers embraced a multi-platform, multimedia strategy in which volume was less important than engagement with audiences, be it on publisher websites or third-party platforms.
The group spoke about the tournament's controveries, celebrations and disappointments, and how journalism can bring a global community together around one moment.
Highlights:
3:16: Reminisces on this year's tournament
10:12: How to cover a 24-7 World Cup across all channels, digital and print
16:46: The mindset shift required to embrace platforms and move from volume to engagement
22:12: What worked this year and the importance of community
Related articles:
Culture is everywhere. So why is it rarely planned for?
Why mass cultural moments still matter (and the World Cup proved it)
‘The division between church and state isn’t sustainable’: Journalists weigh-up life as a creator
The scoop that stopped FIFA’s secret World Cup selloff
News brands: The beating heart of the FIFA World Cup
Open goals: how The Guardian brought the World Cup to life
