Gary Lineker is set to cause a major stir by appearing on ITV for a World Cup match this Saturday, in what looks like a cheeky jab at his former employers at the BBC. The 65-year-old ex-Match of the Day legend will be on hand for the Germany versus Ivory Coast game in Canada, though insiders are stressing it’s “just a guest appearance,” not a full pundit role. ITV’s live coverage kicks off at 8pm, with the Group E clash starting an hour later.
For fans who expected him to sign off after 26 years at the BBC during the World Cup, Lineker’s exit came earlier than anticipated, following a huge row over his political posts on social media. The controversy centred around an Instagram post he shared that unwittingly contained a depiction of a rat, an image associated with antisemitism, leading to widespread criticism and a very public backlash. Despite issuing an “unreserved” apology, the former England striker eventually decided to leave the corporation at the end of the 2024-25 season, bringing a dramatic end to an era at BBC Sport.
Since leaving, Lineker hasn’t been slowing down. He signed a reported £14 million deal with Netflix to host The Rest Is Football podcast, produced by his own company, Goalhanger. Each day he broadcasts episodes from a studio in Times Square, with regular appearances from Alan Shearer and Micah Richards. The move has kept him firmly in the public eye, proving he’s as popular off-screen as he ever was on it. And now, he’s ready to step into the ITV spotlight, adding yet another headline-grabbing chapter to his storied career.
ITV have certainly pulled out all the stops for their World Cup coverage. The broadcaster has set up a stunning studio with the Manhattan skyline as a dramatic backdrop, ensuring their coverage looks every bit as slick as the games themselves. While it’s unclear exactly what Lineker’s role will be, reports of him taking a pundit seat have been downplayed, suggesting his appearance may be more informal, a guest spot rather than a full-time analysis gig.
There’s no indication that Lineker’s Netflix contract will interfere with the ITV deal, meaning he’s free to make the appearance without breaching any restrictions. This flexibility has allowed ITV to swoop in for what feels like a PR coup, bringing in one of the biggest names in UK football broadcasting for a high-profile group stage clash.
It’s also worth noting that ITV’s coverage is dominating in the ratings. Recent viewing figures show ITV capturing four of the five highest audiences so far in the tournament, including a peak of 15.4 million viewers and a 10 million average for England’s 4-2 victory over Croatia—the biggest UK TV audience this year. Their coverage of the World Cup opener between Mexico and South Africa also delivered impressive numbers, peaking at 7.7 million viewers with an average of 6.6 million. The BBC, in contrast, lagged behind with France versus Senegal attracting a peak of 6.7 million and an average of 5.9 million, while ITV’s Spain vs Cape Verde and Netherlands vs Japan games rounded out the top five.
For the BBC, the absence of Lineker and other high-profile pundits from the early stages in the US has raised eyebrows. BBC Sport chief Alex Kay-Jelski opted not to send analysts until the knockout stages, meaning their on-the-ground coverage is limited compared to ITV’s glossy, Stateside setup. Lineker’s appearance, even if brief, will highlight the gap between the two broadcasters and reinforce ITV’s growing dominance in football coverage.
Despite all the drama, Lineker himself seems relaxed about the move. Sources say he’s keen to remain focused on football and provide fans with entertaining insights, rather than engage in media wars. That said, the optics of appearing for ITV after such a fraught exit from the BBC are hard to ignore. Many are reading it as a subtle dig at his former employer, a demonstration of his continued relevance and appeal even after a high-profile row.
Joining ITV puts Lineker alongside a strong roster of football pundits, including Gary Neville, Ian Wright, and Roy Keane. Their combined expertise, along with Lineker’s charisma, should make for a compelling viewing experience, offering fans a mix of tactical analysis, lively debate, and entertaining stories from the pitch and beyond.
In many ways, this World Cup appearance is more than just another media stunt—it’s the opening move in a broader strategy for Lineker post-BBC. With his daily podcast keeping him visible, high-profile Netflix projects, and now a guest spot on ITV, he’s cementing his position as one of football’s most influential voices. Whether he continues in broadcasting, expands into entertainment, or uses this platform for future ventures, one thing is clear: Gary Lineker remains a headline magnet, capable of shaking up the media landscape with a single appearance.
This Saturday, all eyes will be on Toronto, and on Lineker, as he steps back into the World Cup limelight—this time for ITV, and this time with plenty of chips on the table. It’s a reminder that even after decades at the top, he’s not done yet, and the fallout from his BBC departure may be far from over. Fans, pundits, and media insiders alike will be watching closely, as the former England striker proves once again that he’s as much a player off the pitch as he was on it.
