ITV’s 2026 World Cup coverage drew an immediate backlash on Thursday after it brought in Adam Richman as part of its live analysis. Viewers watching the opening night match between Mexico City and South Africa did not warm to the surprise booking, and complaints began appearing on X almost as soon as he was on screen.
The irritation was not subtle. One viewer urged ITV to ditch the Adam Richman segment “ASAP,” while another asked why the “man v food guy” was talking football at all. A third complained that ITV should get rid of “that American bloke and the woman with him,” and another said the broadcaster had no business pairing the former Man v Food host with football punditry.
The criticism landed during a match that already gave ITV plenty to cover. Mexico City beat South Africa 2-0 at Azteca Stadium, with Julian Quinones and Raul Jimenez scoring the goals. South Africa finished with nine men, Mexico were reduced to 10 in the closing moments, and ITV’s main football panel was already busy with Gary Neville, Ian Wright and Keane analysing the game.
Richman was not the only on-air name to draw attention. He appeared alongside Semra Hunter, and one viewer singled out her mistake in confusing Graham Potter with Southgate. That error became another point of attack on X, where viewers piled on the wider presentation rather than just the guest booking.
What ITV still has not explained is why Richman was there in the first place. The only clear reading from Thursday’s reaction is that the broadcaster tried an offbeat crossover for its World Cup coverage and some of the audience rejected it instantly. Whether Richman stays in the coverage is the next question, and ITV has not given viewers a reason to think the answer is settled.
