​Like other major sports broadcasters, the FIFA World Cup is prompting TV and streaming companies to pursue the next round of media rights deals, signaling a sharp rise in competition. Industry insiders estimate U.S.-based bidders could be willing to spend roughly $1.5 billion to $2 billion. Potential contenders for the upcoming World Cup contracts include Netflix, YouTube, and Disney’s portfolio (Disney+, Hulu, ABC, and ESPN), alongside established partners Fox Corp. and NBCUniversal’s Telemundo.
Looking ahead to the 2030 World Cup, organizers are planning a similar three-country format to the current edition, with matches staged in Spain, Portugal, and Morocco. This year’s tournament has heightened interest in the United States, Canada, and Mexico, fueled by a notable surge in U.S. viewership that nearly doubles the totals from the 2022 Qatar World Cup. Through the group stage, Fox’s audience jumped about 92 percent to 5.1 million viewers, while Telemundo’s audience grew about 122 percent to 4.6 million. In addition, some later-round matches drew audience figures ranging from 20 million to 30 million viewers across each platform.
Analysts describe the current deals as a bargain compared with the market potential. Fox Corp. reportedly paid around $485 million to broadcast the event across its English-language platforms (Fox Television Network, Tubi, and others) for nearly the entire month, while NBCUniversal’s Telemundo/Peacock reportedly spent about $600 million for the Spanish-language rights. The overall value of these TV and streaming agreements benefits from hydration breaks—three-minute pauses between the 45-minute halves—providing prime opportunities for traditional TV commercials. Projections suggest these breaks could generate roughly $200 million to $250 million in advertising revenue for Fox and Telemundo, with the total event advertising haul potentially rising to about $450 million for each company.
The rise in viewership cannot be attributed solely to early-round success by the U.S. men’s national team. Growing interest in the sport among major brands and soccer powerhouses across Europe and South America is driving demand as well. Fans are watching stars like Lionel Messi of Argentina, Cristiano Ronaldo of Spain, and Kylian Mbappé of France, whose global appeal helps draw broader audiences and stronger sponsorships. The four-year World Cup cycle has begun to resemble the Olympic cadence, with anticipation building for both the tournament itself and the broader commercial ecosystem that surrounds it.
As the FIFA organization contemplates its next wave of rights deals, questions arise about whether the federation’s ambitions mirror some of the milestones achieved by the International Olympic Committee. With a multi-national hosting landscape, evolving media consumption habits, and expanding streaming options, the path to securing lucrative, long-term partnerships remains competitive and dynamic.