sports
U.S. media rights for 2030 World Cup open at $1 billion
The 2026 FIFA Men's World Cup has drawn larger television audiences and advertising impressions than the 2022 event. Media companies are preparing bids for the 2030 and 2034 tournaments that could exceed prior deals.
Jul 8, 1:57 PM·1m read1 source
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The 2026 FIFA Men's World Cup has generated higher television advertising reach and impressions than the 2022 tournament. An expanded field, summer scheduling, and hydration breaks contributed to the increase. Front Office Sports reported on Tuesday that U.S. bidding for 2030 media rights could open at $1 billion, more than double the $485 million paid for the current rights.
The same report noted that bundling 2030 and 2034 rights could push offers into the $1.5-2 billion range.
Audience and advertising gains iSpot data showed the 2026 tournament accounting for 13 percent of live national linear programming TV ad reach since it began, compared with 2.77 percent in 2022. TV ad impressions have nearly tripled and studio-show ad reach has doubled.
One U.S. team match drew 30 million viewers on a single network. World Cup-related videos have accumulated 146.8 billion views across YouTube, TikTok, Instagram, and Facebook, with U.S. creators generating the largest share.
Rights scarcity and interested companies Several major media companies have expressed interest in the upcoming rights cycle. Existing rightsholders and new entrants are evaluating bids that would cover both 2030 and 2034 tournaments. Future packages are expected to include streaming components alongside traditional linear broadcasts.
The combination of limited premium live sports inventory and multiplatform viewing habits is shaping the negotiations.
