FIFA and Netflix strike deal to broadcast FIFA Women’s World Cup

Netflix recently won the US broadcast rights to one of soccer’s premier tournaments: the FIFA Women’s World Cup.

Confirmed by the sports federation on December 20, the giant will be hedging its next sports bet on the 2027 and 2031 FIFA World Cups, Netflix has acquired the US rights to broadcast the tournament in its first-ever acquisition of the competition and the first appearance of the World Cup in broadcasting.

In addition to the two English and Spanish broadcasts, Netflix said it will release special programs highlighting teams and players before the tournament. “Our record-breaking success with Amanda Serrano vs. Katie Taylor demonstrated the huge appetite for women’s sports and live programming,” wrote Netflix chief content officer Bela Bajaria.

“I’ve seen the passion for the FIFA Women’s World Cup grow exponentially – from the electrifying atmosphere in France in 2019, and most recently, the incredible energy across Australia and New Zealand in 2023. Bringing this iconic tournament to Netflix is ​​not just about the games. of broadcasting – is about celebrating the players, the culture, and the passion that drives the growth of women’s sports around the world.”

The decision is a departure from FIFA’s usual strategy of airing global matches and is a potential gamble on the audience. But the Netflix deal could be the best option for the Women’s World Cup, according to FIFA, citing rising bids from broadcasters ahead of the 2023 showpiece. And it can pay for Netflix, too, with games drawing more than a billion viewers in 2019.

More broadly, FIFA has faced ongoing criticism for continuing to entrench gender inequality across sports. In 2023, the body announced it would triple the prize money for the Women’s World Cup to $150 million—part of a three-year gender equality plan that also pledged to increase the number of women in FIFA coaching and management and partnerships. and UN Women.

“This agreement sends a strong message about the true value of the FIFA Women’s World Cup and the global women’s game,” said FIFA President Gianni Infantino. “FIFA’s partnership with Netflix makes this a truly historic day for broadcasting and women’s football.”