In a long broadcasting career, Rosenthal has presented coverage of many sports including football, rugby, automotive racing, boxing and athletics.

In the 1990s, Rosenthal was a presenter of ITV's The Big Fight Live, which reached huge nationwide audiences for boxing contests involving the likes of Nigel Benn, Chris Eubank and Naseem Hamed, then the likes of Amir Khan and Joe Calzaghe when it returned in 2005.

[1] Rosenthal covered three Rugby World Cup campaigns for ITV, including anchoring coverage of England's victory in the 2003 final.

[9] In October 2005, it was announced that Steve Rider had been re-recruited by ITV from BBC Sport, to assume Rosenthal's former role for the 2006 Formula One season.

[12]Internationally, Rosenthal regularly hosted the UEFA Gala Dinner in Monaco, a football spectacular that is broadcast across the world.

[15] In 2010, Rosenthal took on announcing duties on game show The Whole 19 Yards and reported for ITV Sport during the opening ceremony of the World Cup in South Africa.

He was the main anchor of ITV's BAFTA winning coverage of the 2003 Rugby World Cup, which took him to Australia for the final.

He wore an Oxford United hat whilst hosting the ITV coverage of the 1986 League Cup final from Wembley Stadium.

Jim Rosenthal made a guest appearance as a commentator on a chariot race at the start of Plebs Series 2 and made a guest voice appearance as a Grand Prix Commentator in the Friday Night Dinner Series 4 episode "The Funeral".