Netflix, Disney, and YouTube are all expected to pursue U.S. media rights when FIFA opens bidding for the 2030 and 2034 Men’s World Cups. They would join traditional bidders such as FOX, NBCUniversal, ESPN, and Amazon in what could become one of the most competitive sports rights auctions ever.
Why this is a big deal
For years, the World Cup has largely belonged to traditional television networks.
Now, streaming companies see it as a chance to:
- 📺 Attract millions of new subscribers.
- 📈 Sell premium advertising.
- 🌎 Expand their global sports portfolios.
- 🤝 Build long-term relationships with sports fans.
Netflix has already secured the rights to the 2027 and 2031 FIFA Women’s World Cups, and executives have publicly expressed interest in discussing the men’s tournament with FIFA.
Why YouTube is in the conversation
YouTube may not be pursuing rights solely for traditional broadcasts.
The platform has already partnered with FIFA during the 2026 World Cup, allowing broadcasters to stream selected matches and offering full-match coverage in markets such as Brazil through partners like CazéTV. That success has demonstrated YouTube’s ability to reach younger audiences at enormous scale.
Disney’s position
Disney would likely bid through:
- ESPN
- ESPN’s direct-to-consumer streaming platform
- ABC
The company has continued investing heavily in soccer, including UEFA competitions and major international events, making the World Cup a natural fit for its sports strategy.
FOX’s challenge
FOX currently owns the English-language U.S. rights through the 2026 tournament, while NBCUniversal holds the Spanish-language rights through Telemundo. Both agreements expire after this World Cup, creating an opportunity for new entrants.
Why FIFA benefits
Competition among bidders could push the value of the U.S. rights package above $1 billion, reflecting:
- Record-breaking World Cup audiences in the United States.
- Growing advertiser demand.
- Increased interest from global streaming platforms.
The bigger picture
This isn’t just about who broadcasts soccer—it’s about who controls the future of live sports.
For decades, live sports were dominated by cable television. Now, technology companies are competing for premium events because they are one of the few forms of programming that audiences still prefer to watch live.