British sports fans who bought a new TV in 2022 had a buffet of 4K coverage to feast on that year: FIFA World Cup matches, Wimbledon tennis and the UEFA Champions League Final, to name just three major sporting events that gleamed on the nation’s 4K telly boxes in the higher resolution. It was the same in America, Japan and other fortunate parts of the 4K-savvy world too.
Indeed, we, alongside telly manufacturers and retailers, routinely tout big football tournaments like the Euros and World Cup as great excuses to upgrade your TV to a dazzling 4K variety. By the end of 2022, I was sick of the ‘There’s TVs, and there’s Hisense’ #PerfectMatch TV advert by Hisense, who sponsored that seasonally shifted World Cup. But this year, as we approach Euro 2024, the enthusiasm to encourage such an upgrade is muted... because the football tournament isn’t even being broadcast in 4K.
