As the FIFA World Cup continues to attract a massive global audience, major media conglomerates are preparing to invest billions of dollars to secure the U.S. broadcast rights for the next two editions of the men's tournament.
According to informed sources, Netflix (NFLX.US), Walt Disney (DIS.US), and Alphabet's (GOOGL.US) YouTube are all interested in challenging Fox Corporation (FOXA.US) for the U.S. media rights to the 2030 and 2034 World Cups.
Additionally, Amazon.com (AMZN.US), which currently holds the UK rights for the UEFA Champions League, and Apple (AAPL.US), the global broadcaster for Major League Soccer (MLS), could also enter the fray, potentially intensifying the bidding competition.
Formal negotiations between FIFA and potential media partners are expected to commence within the next three months. The discussions are confidential, and sources have requested anonymity.
FIFA has indicated in preliminary discussions earlier this year that it plans to sell the U.S. English and Spanish-language broadcast rights for the 2030 and 2034 World Cups as a single package, rather than offering them separately as was done for previous tournaments, including the upcoming 2026 event.
For the current tournament being held across North American cities, Fox reportedly paid $485 million for the English-language rights, while NBCUniversal's Telemundo paid $600 million for the Spanish-language rights.
Several media executives have stated that companies are evaluating the value of the combined U.S. bilingual rights at approximately $1.5 to $2 billion per tournament.
FIFA last reached a deal with Fox and Telemundo in 2011, with a four-year renewal extending the partnership through 2026.
FIFA does not sell global broadcast rights for the World Cup due to regulations in many countries requiring the tournament to be available on free-to-air television. However, the U.S. rights are highly coveted due to the vast viewership and advertising opportunities they represent.
Sources indicate that Netflix, Disney, and YouTube all view the World Cup as a significant growth driver for their streaming services.
Disney also has the option to air matches on its ESPN and ABC platforms, a prospect attractive to FIFA given the strong ratings Fox has achieved this year. Furthermore, FIFA has already shown favor to Netflix by awarding it the broadcast rights for the 2027 and 2031 Women's World Cups.
Spokespersons for FIFA, Netflix, YouTube, and Disney declined to comment on the potential bidding.
Bundled Sale Strategy to Increase Value
Combining the English and Spanish-language rights into a single package is a strategy FIFA can use to command higher bids, encouraging media partners eager for large audiences to increase their offers.
The recent viewership for U.S. team matches has rivaled that of NFL playoff games. Additionally, the bundled rights model helps avoid potential conflicts that could arise from different broadcasters airing the same event.
Although Telemundo only holds Spanish-language rights through 2026, its streaming platform Peacock has attracted English-speaking viewers to its coverage, somewhat diluting the reach of Fox's broadcasts. Peacock costs $10.99 per month, compared to $19.99 for Fox's streaming service, Fox One.
Telemundo also hired actor Owen Wilson, who is not Latino and is not known for speaking Spanish, as a pitchman for its Spanish-language coverage, further blurring the lines between English and Spanish-speaking audiences.
Sources suggest that if the rights are sold as a bundle, NBCUniversal is unlikely to compete at a price point approaching $2 billion, which could mean Telemundo may be excluded from future partnerships.
Comcast (CMCSA.US) announced plans last month to spin off NBCUniversal, a move that will place greater focus on its future financial performance. NBCUniversal already pays billions annually for NFL "Sunday Night Football" and NBA broadcast rights. An NBC spokesperson also declined to comment.
Unfavorable Time Zones Unlikely to Deter High Prices
The host locations for the 2030 and 2034 World Cups present less favorable time zones for U.S. viewers compared to the current tournament in the U.S., Mexico, and Canada. The 2030 event in Morocco, Portugal, and Spain is five to six hours ahead of U.S. Eastern Time, while the 2034 tournament in Saudi Arabia has an even greater time difference.
Despite this, the staggering viewership numbers from the current World Cup are expected to significantly drive up the price for future broadcast rights.
According to Fox Sports data, last week's U.S. victory over Bosnia in group stage play averaged over 26 million viewers on the English-language broadcast, setting a record for a soccer match in English. An additional 9.8 million watched via Telemundo or Peacock.
Monday night's U.S. match against Belgium was expected to draw an even larger audience. While official Nielsen data is not yet available, estimates from AdImpact suggest the combined English and Spanish average audience reached 47.9 million.
Even matches not involving the U.S. team have drawn significant interest. The Portugal vs. Croatia match on Fox attracted over 11 million viewers, becoming the most-watched non-final, non-U.S. match in U.S. television history.
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