Guardian to Record Football Weekly Live at SXSW 2026 in First-Ever US Show Ahead of World Cup
The Guardian has confirmed that its flagship football podcast, Football Weekly, will be recorded live in the United States for the very first time as part of the South by Southwest (SXSW) 2026 programme.
The special live taping is scheduled for 11:30am CDT on Monday, 16 March 2026, in Austin, placing one of the UK’s most influential football voices directly at the center of America’s cultural and sporting conversation.
With the 2026 FIFA World Cup set to unfold across North America, the timing could not be more strategic — or more symbolic.
For nearly two decades, Football Weekly has built a fiercely loyal global audience through sharp analysis, irreverent humour and authoritative football coverage. But until now, its live recordings have largely been confined to the UK.
That changes in 2026.
The SXSW appearance marks:
⚽ The podcast’s first-ever live recording in the United States
🌎 A major expansion of The Guardian’s on-ground US engagement
🏆 A World Cup-themed preview tailored to North American audiences
🎙 A cultural crossover moment between football, entertainment and journalism
With soccer’s popularity surging in the US — driven by MLS growth, international tournaments, and the World Cup buzz — the live taping signals that Football Weekly sees America not just as an audience, but as a football nation in transition.
Max Rushden and Barry Glendenning to Headline the Live Show
At the helm of the SXSW recording will be longtime hosts:
Max Rushden
Barry Glendenning
Rushden’s polished moderation style and Glendenning’s sharp, often mischievous commentary have become the heartbeat of Football Weekly. Their chemistry is widely credited with helping the show remain both analytically serious and deeply entertaining.
For SXSW 2026, they will preview the 2026 World Cup in North America, examining:
Host nation dynamics (USA, Canada, Mexico)
The evolving power structures in global football
Rising US talent pipelines
Commercial and political implications of a North American World Cup
Cultural shifts in how America embraces the global game
Expect the live taping to blend hard analysis with audience interaction — a hallmark of Football Weekly’s in-person recordings.
Ted Lasso’s Brendan Hunt Joins the Lineup
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Adding star power to the event is Brendan Hunt, best known as co-creator and Coach Beard in the Apple TV phenomenon Ted Lasso.
Hunt’s involvement adds a compelling crossover element:
🎭 Hollywood meets football journalism
📺 Fictional football meets real-world analysis
🇺🇸 American soccer storytelling meets global perspective
Given Ted Lasso’s enormous impact on reshaping American perceptions of football culture, Hunt’s presence is expected to fuel a lively conversation about how entertainment has influenced the sport’s image in the US.
Also joining the discussion will be Alexander Abnos, bringing on-the-ground expertise about the American sports landscape and its rapid football evolution.
Why SXSW 2026 Matters for The Guardian
The live podcast is just one part of The Guardian’s expanding presence at SXSW 2026.
This year’s programme signals a deliberate strategy: embedding Guardian journalism directly within the world’s most influential cultural festival.
Beyond Football Weekly, the Guardian’s SXSW presence includes:
A featured conversation between Betsy Reed and student activist Mahmoud Khalil
A discussion with journalist Carter Sherman, co-host of the Guardian’s forthcoming US video podcast exploring the sex lives of Gen Z
A significant out-of-home advertising campaign across Austin venues
This cross-vertical programming highlights the Guardian’s strategic positioning across:
Sports
Politics
Youth culture
Social issues
Entertainment
The Bigger Strategy: “The Whole Picture” Campaign Expansion
In addition to its stage programming, the Guardian is activating a visible out-of-home campaign across SXSW venues in Austin.
The campaign builds on its US brand platform, “The Whole Picture,” reinforcing themes of:
Depth over noise
Context over clickbait
Independent journalism
Reader-supported media
Steve Sachs, the Guardian’s US Managing Director, described the expanded SXSW presence as part of a broader mission:
“Our expanded presence at SXSW reflects the Guardian’s commitment to meeting audiences where they are – not just online, but in the heart of cultural conversation.”
The statement underscores a key media trend in 2026: digital publishers increasingly investing in physical, experiential engagement to build loyalty and brand authority.
Advertising and Brand Alignment: A Growth Signal
Sara Badler, Chief Advertising Officer, North America, positioned SXSW 2026 as a commercial milestone.
She emphasized:
The Guardian’s accelerating growth in the US market
Increased cultural influence across sectors
Premium partnership opportunities
The value of live journalism experiences for advertisers
In an era where trust and authenticity drive brand decisions, SXSW offers advertisers a direct alignment opportunity with one of the fastest-growing news outlets in America.
For media insiders, the move signals confidence — and ambition.
The 2026 World Cup Factor: Why Timing Is Everything
The live recording’s focus on the 2026 World Cup is not coincidental.
North America will host the expanded tournament across:
The United States
Canada
Mexico
This will be:
The largest World Cup in history (48 teams)
The most commercially ambitious edition yet
A defining moment for soccer’s growth in the US
By staging Football Weekly at SXSW — a festival synonymous with innovation and cultural momentum — the Guardian is aligning football’s global narrative with America’s evolving identity as a football nation.
The live taping is likely to address:
Infrastructure readiness
MLS influence
Broadcast rights battles
FIFA governance issues
Fan culture shifts
Political implications of mega-sporting events
SXSW: Where Media, Culture and Sport Converge
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Founded in 1987, SXSW has evolved into one of the world’s most influential gatherings across technology, film, music and media.
In recent years, it has become increasingly political and socially engaged — making it fertile ground for a publisher like The Guardian, whose brand rests on global perspective and investigative credibility.
Football Weekly’s inclusion reflects:
The mainstreaming of football in American culture
The rise of podcasting as a dominant media format
The blending of entertainment and journalism
The growing appetite for intelligent sports discourse
Live Podcasting: A Growing Media Power Move
Across the media industry, live podcast recordings have become powerful tools for:
Audience engagement
Brand loyalty
Revenue diversification
Social media amplification
Community building
By bringing Football Weekly to SXSW, the Guardian taps into:
A digitally savvy audience
Influencers and media executives
Global attendees
Brands seeking meaningful partnerships
The move is as strategic as it is symbolic.
What This Means for US Soccer Culture
Football Weekly’s US debut signals recognition of a seismic shift:
America is no longer a peripheral football market.
Instead, it is:
A World Cup co-host
A rising commercial powerhouse
A talent incubator
A media battleground for global rights
With Ted Lasso’s cultural influence and MLS’s steady expansion, soccer has entered mainstream American conversation in ways unthinkable two decades ago.
The Guardian’s SXSW event effectively validates that transition.
Key Details at a Glance
Event: Football Weekly Live Recording Date: Monday, 16 March 2026 Time: 11:30am CDT Location: Austin, Texas Hosts: Max Rushden & Barry Glendenning Guests: Brendan Hunt & Alexander Abnos Occasion: SXSW 2026
Industry Reaction: A Smart, Timely Move
Media analysts suggest the SXSW appearance is part of a broader recalibration among global publishers:
Deepening US investment
Expanding multimedia offerings
Leveraging cultural events for brand presence
Combining journalism with experiential marketing
For Football Weekly fans, however, it’s simpler:
It’s a chance to see the podcast’s chemistry unfold in real time — and to feel part of the conversation.
Final Word: A Defining Moment for Guardian Sports in America
The Guardian’s decision to record Football Weekly live at SXSW 2026 reflects more than a scheduling choice. It signals:
Confidence in the US soccer market
Commitment to audience engagement
Strategic brand expansion
Cultural relevance in a transformative World Cup year
As 2026 unfolds, all eyes will be on North America’s football revolution.
And in Austin this March, Football Weekly intends to set the tone.
