South Korean public broadcaster, KBS, has entered into an agreement with pay-TV network JTBC to jointly broadcast the upcoming 2026 FIFA World Cup matches. This deal aims to provide a wider audience for the major national team soccer tournament.
The parties have reportedly finalized a sub-license deal worth around 14 billion won ($9.5 million). In 2024, JTBC secured exclusive broadcasting rights for the 2026 and 2030 editions of the World Cup and planned to reach a sub-licensing agreement to offer free-to-air (FTA) coverage.
Prior to this arrangement, Korea’s three major national FTA broadcasters - KBS, MBC, and SBS - operated under a joint negotiation framework known as the “Korea Pool.” Through this framework, they collectively purchased broadcasting rights for significant sporting events like the World Cup.
Negotiations with other broadcasters
JTBC confirmed that it has made final offers to MBC and SBS under similar terms agreed upon with KBS. The company will continue negotiations with these broadcasters which could potentially increase the number of channels airing the World Cup depending on these discussions' outcomes.
Despite expecting substantial losses from accepting JTBC's final offer for broadcasting rights of the World Cup matches, KBS stated that it took up this responsibility as part of its role as a public broadcaster.
KBS also announced that it would continue detailed technical negotiations with JTBC in preparation for airing matches from one of football's biggest tournaments which is just over a month away. The tournament is set to take place between June 11th and July19th across Mexico, US and Canada; marking its first edition featuring forty-eight sides instead of thirty-two. South Korea will kick off their campaign on June11 against Czech Republic and will also face co-hosts Mexico and South Africa in Group A.
In terms of recent World Cup rights deals, state-owned broadcaster Vietnam Television announced an agreement earlier this month. Pay-TV operator SportyTV will broadcast the tournament in South Africa.
In late March, a deal was struck in Estonia with free-to-air broadcasters ERR and TV3. Other deals over the past few months have seen global OTT platform DAZN and public broadcaster Rai secure rights in Italy, Now TV in Hong Kong, and Aleph in the Philippines. This collaboration between KBS and JTBC is expected to bring the excitement of FIFA World Cup 2026 closer to sports fans across South Korea.
