Australian free-to-air broadcasters are gearing up for a heated battle to secure the broadcast rights for both the men's 2026 FIFA World Cup and the women's 2027 FIFA Women's World Cup. This comes after FIFA recently opened up the tender process for both tournaments, allowing networks like SBS, Seven, Nine and Network Ten to bid for these highly sought-after rights.
Since 1990, Australia’s public service broadcaster Special Broadcasting Service (SBS) has been airing the men’s World Cup. For each of the past two tournaments in Russia (2018) and Qatar (2022), SBS paid AU$20 million ($13 million USD). However, under federal anti-siphoning laws in Australia, FTA broadcasters have first refusal when it comes to tournament games featuring the national team, as well as airing the final match.
These protective laws mean that pay-TV networks or streaming services must wait until FTA broadcasters make their decision before they can try to secure any broadcasting rights. However, even though FTA networks have priority over these significant matches due to anti-siphoning rules, they are not mandated by law nor obligated to show every game freely available on terrestrial TV during the events.
Given this context surrounding Australian football broadcasting regulations, it is expected that there will be immense interest from various broadcasters, especially after the Australian women's team reached the semi-finals of the 2023 World Cup on home soil.
"The Matildas" enjoyed huge success in their home tournament, defeating Ireland, Canada, Denmark and France before eventually falling to England in the last four.
The men's 2026 FIFA World Cup is also particularly appealing to Australian fans as it will be co-hosted by Canada, Mexico and the United States. The time zone for these games will be much more favourable for viewers compared to the past two tournaments held in Russia and Qatar.
The battle for broadcast rights over these prestigious World Cups is bound to heat up as we get closer to the dates of each tournament. With increased viewing figures and interest from both FTA broadcasters and pay-TV networks, it will certainly make for an exciting contest off the pitch as well.
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