It is the moment football media companies have been waiting for: the World Cup is back in North America. Beyond the live match broadcasts, the race is on to capture audiences with World Cup-related content on YouTube, podcasts, social platforms and at live events.
As the tournament expands to 48 teams and 104 matches, football-focused media groups including Footballco, Men in Blazers and Goalhanger are betting that demand for World Cup content will stretch far beyond live games, creating new opportunities for sponsors, video platforms and fan experiences.
Fifa expects the 2026 World Cup to generate $3.9bn in broadcast and television rights revenue this year. The governing body and tournament organiser is relying on live broadcast to drive 44 per cent of its total $8.9bn revenue target.