It's the fourth match in my lifetime ( 1986, 1993, 2000, 2018 ). The BCF was heavily involved in the first match and caught a rather nasty financial cold from it. The 1993 and 2000 matches were organised outside of FIDE with little direct BCF involvement. The 1993 match gave a useful boost to adult numbers participating in club or Congress chess, but I'd suspect that had more to do with Channel 4 coverage than anything the BCF did.
If Agon persist in asserting without legal justification to members of the ECF that they aren't allowed to discuss the games whilst they are in progress, they start from a negative perception.