Bangladesh's government has secured last-minute broadcast rights for the upcoming FIFA World Cup national team tournament. The exclusive coverage will be provided through state-owned broadcaster BTV, marking a significant development in the country's sports broadcasting landscape.
The Cabinet Committee on Government Purchase (CCGP) approved the purchase of broadcast rights for Tk 72.70 crore ($5.9 million). This represents a substantial decrease of Tk 25.30 crore compared to the previous tournament in Qatar four years ago, when the government paid Tk 98 crore. Interestingly, this reduction comes despite an expansion from 32 to 48 participating countries in this year's tournament.
This direct purchase by the Bangladeshi government concludes a period of uncertainty caused by a failed deal between FIFA and Singapore-based company, Springbok Private Limited. Despite initially acquiring rights in Bangladesh, Springbok withdrew from its agreement after failing to sell them locally. BTV now holds all media rights for the World Cup, allowing it to provide comprehensive coverage across various platforms. Matches will also be aired on Somoy TV and T-Sports channels as well as digital platforms via Banglalink’s OTT service Toffee and Grameenphone’s Bioscope.
Global reach
Taking place across host cities in the US, Mexico, and Canada starting Thursday until July 19th final match; FIFA has secured contracts with almost eighty international broadcasters across nearly fifty countries worldwide. In other news related to World Cup sponsorship deals; Colombian courier and logistics brand Inter Rapidisimo has been named as a tournament supporter of this year's competition through a late deal announcement.
Throughout its tenure as supporter during this eventful season; Inter Rapidisimo will deliver a range of fan-focused initiatives, including promotional campaigns, special activations, and unique experiences. The collaboration with Inter Rapidisimo builds on a long-standing relationship between the organizations. The brand was the first Colombian company to be named an official regional supporter of the 2022 World Cup and later extended its global presence through the 2023 Women’s World Cup in Australia and New Zealand.
FIFA recently added customer relationship management provider Salesforce as an official tournament supporter. Other brands in this category include Airbnb, American Airlines, Betano, Boggi Milano, Diageo among others. These brands hold regional or category-focused rights across host nations. Global consumer products giant Unilever has added Dr Squatch to its promotional activities at the tournament. Dr Squatch will serve as a second-tier official sponsor marking its first major global sports sponsorship. Unilever is also activating over 35 personal care brands globally for soccer's showpiece event.
