This is what UEFA recommends....
When planning the orientation of the pitch, the primary
consideration is its position in relation to the sun and
prevailing wind. In Europe, a north-south orientation is
generally considered best, as it means that, in the evening,
the setting sun will not hinder the vision of one team more
than the other.
Assuming a north-south orientation, the main TV camera
positions should be in the west stand (main stand) to avoid
problems caused by the glare of the sun.
It is particularly important that any deviation from a north-
south direction is kept to a minimum if the stadium and
pitch are not covered. In such cases, the general rule is
that this deviation should be no more than 15° from the
north-south axis.
In certain cases, site constraints may dictate an east-west
orientation, although in general this is not recommended.
In such cases, special efforts are required to minimise the
contrast caused by some areas of the pitch being in sun
and others shade, and thereby minimise the impact for the
TV cameras.
https://www.uefa.org/MultimediaFile...ions/General/01/74/38/69/1743869_DOWNLOAD.pdf
Wembley is an example of an East-West stadium; that's why they always have problems getting the pictures right for TV.