While the World Cup still captivates millions around the globe, a record number of people have been flocking to BBC Sport’s website and app – and the broadcaster is already preparing for what comes next. Before the final has even been played, many Premier League clubs have returned to pre-season training, with friendly matches already scheduled across four continents. The Premier League officially returns on 21 August, but some sides are in action before the World Cup concludes, with games ranging from Hong Kong and New York to York and Bristol.
BBC Sport, which has seen huge audiences across its live pages, articles and videos during the tournament, has been working behind the scenes to ensure its content matches the quality of the action on the pitch. Storytelling is becoming more in-depth, with stronger analysis, expert insights and inside stories behind the headlines. New features introduced during the World Cup include a Shorts tab on the app, a Predictor game, the FIFA World Cup 3D Experience, an ‘as it stands’ knockout projection, the ‘Who Am I?’ quiz format, and a test of live comments on match pages. All were shaped by audience feedback, which BBC Sport monitors constantly.
“BBC Sport and Premier League clubs prepare for post-World Cup season with pre-season friendlies and new content features.”
When the World Cup ends, the focus will shift quickly back to club football. Pre-season coverage will include live pages for selected friendlies, behind-the-scenes insights from training tours, and in-depth features. Senior football correspondent Sami Mokbel and a network of dedicated club reporters will break transfer stories, while a daily transfer gossip column will round up rumours. A new weekly Predictor game – with five fixtures each week – will launch immediately after the tournament.
The seamless transition from international tournament to the new season reflects the relentless rhythm of modern football, with BBC Sport betting that the innovations tested during the World Cup will keep audiences engaged long after the final whistle.