FIFA launched the auction for U.S. media rights to the 2030 men’s soccer tournament, offering an option that also includes the 2034 event.
FIFA opened the bidding process Thursday for media rights in the United States and Puerto Rico for the 2030 men’s World Cup, offering bidders an option to also acquire rights for the 2034 tournament, The Hollywood Reporter reported.
Proposals are due by midnight on November 19, and the soccer governing body intends to pick a winner before the end of the year, according to Deadline. Multiple media reports in recent months project the combined rights could cost between $1.5 billion and $2 billion.
The tender marks the first time FIFA has shopped the U.S. tournament rights on the market since 2011. Under previous deals, Fox paid an estimated $485 million, while NBCUniversal paid an estimated $600 million for Telemundo’s Spanish-language package, Variety reported. A FIFA spokesperson declined to comment on past rights fees, but the organization expects a larger sum in this round of negotiations because sports rights have climbed in value and the properties haven’t been open for bids in 15 years.
Bidding flexibility and contenders
FIFA chief business officer Romy Gai told Variety that the organization plans to be flexible in negotiations. FIFA will consider separate agreements for traditional linear television and streaming platforms, as well as combined packages covering both. The organization is also open to joint bids from multiple companies or a single company handling the entire plan. Gai noted that while FIFA prefers to keep English-language and Spanish-language broadcasts together under one umbrella, that condition is not mandatory.
“The idea is to be extremely flexible,” Gai told Variety, aiming to maintain momentum after the 2026 tournament.
Incumbents Fox and NBCUniversal are expected to explore renewals. Disney’s ESPN has also expressed interest in bringing the World Cup back to its platforms. Technology companies including Netflix, Amazon Prime Video, Apple and YouTube are taking a close look as well. Netflix Chief Content Officer Bela Bajaria, who left the streaming company during an executive shakeup, confirmed interest in bidding during a Financial Times conference in Los Angeles.
“We have a great relationship with [FIFA] because we have the Women’s World Cup and [we’re] having those conversations,” Bajaria said. Netflix previously secured U.S. rights to the 2027 and 2031 Women’s World Cups in both English and Spanish, and already holds streaming rights for the 2030 men’s tournament in Spain and Andorra.
Audience numbers and scheduling challenges
The bidding follows high viewership for the 2026 tournament, which was staged across North America. Across 39 days and 104 matches, the event averaged 13.5 million viewers per match across television and streaming platforms, up 166% compared to the 2022 tournament in Qatar. Every match featuring the U.S. men’s national team drew over 20 million viewers, and the final averaged 63 million viewers, making it the most-watched soccer telecast in U.S. history.
The tournament delivered substantial advertising revenue to existing rightsholders. Comcast, which owns NBCUniversal and Telemundo, reported Thursday that World Cup broadcasts lifted the company’s total U.S. advertising revenue by 14.6% during the third quarter. Without those matches, advertising revenue would have risen by 0.3%. Fox Sports Chief Executive Officer Eric Shanks noted earlier this year that the 2026 event turned into a broader social and cultural event than anticipated.
Future tournaments, however, present scheduling hurdles for American networks. The 2030 tournament will take place in Morocco, Portugal and Spain, with three opening centenary matches in Argentina, Paraguay and Uruguay to mark 100 years since the first tournament in 1930. Saudi Arabia will host the 2034 tournament. Because these matches will take place in overseas time zones, U.S. media companies face the likelihood of smaller live audiences than those drawn by matches in North America.
What happens next in the auction
Media companies must submit their bids to FIFA by midnight November 19. FIFA stated that it seeks partners capable of providing comprehensive, high-quality coverage across the U.S. and Puerto Rico, reaching fans through innovative methods, and generating revenue for the sport. The organization plans to select the winning bidders by the end of the year.
