ITV joins forces with X for 'unfiltered' World Cup series

ITV has teamed up with social media giant X in a “landmark” broadcast partnership for a new X Originals docu-series delivering unfiltered, behind-the-scenes access to England and other nations’ Fifa World Cup 2026 campaigns.

It is claimed that “Inside The World Cup” will immerse football fans, old and new, in all the drama and passion of the world’s biggest football tournament.

Produced by ITV Sport, part of ITV Studios, the docu-series will capture every angle of the tournament through the eyes of one of ITV Sport’s reporters Gabriel Clarke – with unprecedented entry into team camps, real talk from players and managers, pitch-side action and unique insights, without the filter.

Launching exclusively on X and ITVX this week, the 11-episode series will feature matchday build-up, behind-the-scenes footage, analysis and highlights, following the most compelling stories as the tournament unfolds.

X UK managing director Jonathan Lewis said: “Our partnership with ITV is game-changing for football fans. It blends X’s prowess as the digital home of real-time football conversation, with ITV’s world-class sports broadcasting credentials to deliver a richer experience with more analysis and insights throughout the tournament.

“We’re excited to create a seamless viewing experience for fans, whether they’re watching on ITV and ITVX, engaging with the action on X, or enjoying exclusive coverage from this much-watch series.”

ITV BE Studio director Bhavit Chandrani added: “Teaming up with X for this original series brings a unique opportunity to showcase the real heart and soul of the tournament from the camps of England and other nations.

“With Gabriel Clarke leading the charge, Inside The World Cup will offer fans exclusive insights and drama and is the perfect accompaniment to our exclusive World Cup match coverage on ITV1, ITV4 and ITVX . It’s not just about the games, it’s about the stories that make football unforgettable, and we’re thrilled to partner with X to amplify them for audiences everywhere.”

Since its launch in 2024, X Originals has been behind over 30 original series generating almost 3 billion video views. Standouts include Premier League Burnley FC’s Keeping The Faith series, Burnley FC Women’s Limitless, Champions League Real Madrid’s Real talks, NFL series Inside the NFL and NFL Top 100, Ari Emanuel’s Rushmore, Venus and Serena Williams’ Stockton Street, Khloé Kardashian’s Khloé in Wonder Land, From the Desk of Anthony Pompliano, and Fabrizio Romano’s Fabrizio 24/7.

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