​When Fox secured the English-language U.S. broadcasting rights beginning with the 2018 World Cup, the move raised immediate questions about how the network would handle its coverage. While there have been some bright moments in Fox’s World Cup presentation, overall it has been notably less impressive than the era of ESPN’s coverage that preceded it. Seizing on this, Telemundo saw an opening to attract English-speaking viewers, and Fox has not warmed to the development.
Leading up to this World Cup — the final year of Fox’s current cycle, which FIFA extended to a no-bid contract — Telemundo, the United States’ Spanish-language World Cup broadcaster, began marketing its programming to English-speaking audiences. The network even enlisted Owen Wilson for an ad campaign, and every World Cup match is streamed on Peacock, which is offered at about half the price of Fox’s Fox One streaming service. When users open the Peacock app to watch shows like Love Island, they encounter prominent banners promoting World Cup broadcasts. The strategy appears deliberate.
A CNBC report indicates this approach has created friction between Fox and NBC/Telemundo, especially as FIFA contemplates packaging English- and Spanish-language rights into a single broadcaster for future World Cups. Consolidating language rights could ease tensions among rival media companies that currently air the same games. Although Telemundo holds only Spanish-language rights through 2026, it has claimed some portion of English-speaking viewers in the U.S. who are watching games via Peacock, thereby limiting Fox’s World Cup reach. The same report notes that Netflix, Disney, and YouTube are viewed as front-runners to acquire the rights for the 2030 and 2034 tournaments, potentially paving the way for ESPN’s return if Disney lands the bid in a multibillion-dollar race.
Yet the appeal of Telemundo’s coverage to a broad English-speaking audience is clear. Telemundo has simply delivered a stronger product. While Fox has cut away to commercials during hydration breaks, Telemundo remains aligned with FIFA’s global match feed. Telemundo also avoids the out-of-place presence of Alexi Lalas, instead pairing analysts like Thierry Henry and Zlatan Ibrahimović with the broadcast team. Viewers also notice the tone and commentary differences: Telemundo’s calls and phrasing feel more in tune with the sport, rather than a heavy emphasis on American-centric storytelling.
Fox has tended to highlight American voices, including moving Ian Darke to a lower-profile role and leaning into national-team cheerleading for the U.S. men’s team. Telemundo, by contrast, has stayed faithful to the sport’s essence. The result is a perceptible quality gap that is reflected in audience reception. Viewers who tune in for a more authentic, in-game experience often choose Telemundo’s coverage for its steadier adherence to the game’s flow and its more soccer-centric commentary.
This evolution underscores a broader strategy shift in how the World Cup rights are managed and presented in the United States. If FIFA ultimately decides to bundle language rights under a single broadcaster in future cycles, it could streamline negotiations and reduce cross-company tensions, potentially reshaping the competitive landscape for World Cup coverage for years to come. In the current landscape, however, Telemundo’s coverage has resonated with many English-speaking viewers, a fact that Fox’s executives cannot ignore as they chart a path forward. This dynamic, in turn, continues to fuel ongoing discussions about where the World Cup’s best English-language presentation will land in the years ahead.