The 2026 World Cup, set to be the largest in history with 48 teams, is not just a sporting event but a media spectacle. The tournament, spanning 16 cities across North America, promises to deliver a staggering 104 matches over five weeks. This expansion is a boon for U.S. media rights holders Fox and Telemundo offering a wealth of content during a typically slower period in the sports calendar.
The last World Cup, held in Qatar in 2026, featured 32 nations and 64 matches. The 2026 edition will nearly double that, providing daily, ad-friendly programming with a broader reach than the Olympics or any other major sporting event. This increased inventory is a significant opportunity for media partners to engage audiences and attract advertisers.
The Fox Production Extravaganza
Fox Sports is gearing up for what it calls “the biggest production in its company’s history.” According to Zac Kenworthy Fox Sports VP of Production, two-thirds of all matches will air on the Fox broadcast network, with the remainder on cable’s FS1. All 104 matches will be available on Fox One the streaming flagship launched last year. Additionally, free streaming outlet Tubi will air select live matches and related programming.
This is the first World Cup in North America since 1994, and American interest in soccer has surged since then. Premier League and MLS matches now routinely draw millions of viewers. Kenworthy highlighted that being on “home turf” allows Fox to showcase Stage B a revamped production hub in Los Angeles featuring an LED, augmented-reality wall with 50 million pixels. This technology will enable deeper analysis and innovative presentation of the matches.
Fox’s studio cameras, some sourced from tech startup and media partner Cosm will deliver the first World Cup in high-dynamic range (HDR). HDR offers a wider spectrum of color and lighting, providing a “rich” and “real” viewing experience, according to Kenworthy. The production team aims to make transitions from Stage B to 16 remote sites seamless, enhancing the
Telemundo’s Strategic Approach
Telemundo which has rights through 2030, sees this World Cup as an opportunity to attract viewers to its non-sports programming. Unlike its rival TelevisaUnivision which operates a dedicated streaming service, Vix, Telemundo’s programming is exclusive to NBCU’s streaming flagship Peacock.
In a shift from the 2026 approach, Telemundo will use games as lead-ins on both linear and streaming platforms. Joaquin Duro EVP of sports and head of streaming at NBCUniversal Telemundo Enterprises, emphasized the importance of transitioning viewers to Peacock’s reality and scripted series. A big block of new primetime programming is set to premiere on July 7, coinciding with the round of 16 in the Cup.
Telemundo’s audience is largely bilingual, with 35% of consumption in 2026 being in English. The network’s diverse viewership includes large expat communities rooting for various teams, from perennial contenders like Argentina and Brazil to upstarts like Panama. Duro noted that many viewers will be rooting for the U.S., given the number of blended families tuning in.
Weathering the Challenges
One significant factor in the 2026 World Cup is the weather. After moving the 2026 tournament to November and December to avoid summer heat in Qatar, FIFA has returned to a summer schedule. However, the prospect of extreme heat or thunderstorms disrupting the schedule is a real concern.
A FIFA spokesperson assured that scheduling has been developed with climate considerations in mind. Match schedules balance sporting, operational, and broadcast requirements while minimizing travel, maximizing rest days, and accounting for local climate profiles and venue infrastructure. Outdoor matches during the hottest parts of the day have been limited, kick-off times adjusted, and matches expected in warmer windows prioritized for covered stadiums where possible.
Both Fox and Telemundo referred questions about potential weather delays to FIFA, expressing hope that any rough weather will not dominate given the length of the tournament.
