The 2026 FIFA World Cup is poised to be the most expansive and logistically complex broadcast operation the sport has ever seen, as media companies prepare to cover a record number of matches across three host countries while tailoring coverage for a wide range of audiences.
Speaking at the SBJ Business of Soccer conference Thursday, NBCUniversal Telemundo Enterprises SVP/Sports Content Miguel Lorenzo, Fox Sports EVP/Productions Judy Boyd and DAZN EVP/Global Content Quim Domènech discussed how broadcasters and streamers are approaching the tournament, which will unfold over 39 days across the U.S., Canada and Mexico in a panel moderated by SBJ’s Austin Karp.
Scale was the overarching theme — both operationally and editorially. Lorenzo said, “This World Cup will be the most logistically complex World Cup that’s ever been organized.” He noted that under the 48-team expanded format, broadcasters will get through an entire World Cup under the previous structure before reaching the tournament’s first rest day.
For Fox, Boyd said the event’s density underscores the challenge. “We have 27 consecutive days of matches ... of which 96 matches will have been played,” she said. “It’s a logistical massive plan that has to take place.”
Domènech, who noted DAZN has the rights to the tournament in Japan, Spain and Italy, described a different hurdle: building a customized international operation on a condensed timeframe. “We have started preparing the tournament, I would say two, three months ago, because it was a last-minute deal,” he said.
Crossing into streaming
The discussion also emphasized how the World Cup is becoming a showcase of the modern sports media ecosystem, with linear TV, streaming and social platforms all serving different roles. Fox plans to put 70 matches on Fox, including 40 in prime time on the East Coast, while also leaning on Tubi and Fox One as streaming outlets to reach younger, more diverse audiences.
DAZN is leveraging the flexibility of streaming, with continuous programming starting an hour before the first match and ending an hour after the last.
Telemundo is also taking a segmented approach to cater to a wide variety of viewers. Matches will air across Telemundo and Peacock, while Telemundo Deportes Ahora, the company’s 24/7 sports FAST channel, will focus on shoulder programming, including pre- and postgame coverage and analysis.
Panelists also emphasized both the challenge and opportunity of sustaining storytelling across a 39-day tournament. Lorenzo said Telemundo’s footprint of more than 100 owned-and-operated stations and affiliates will be key to capturing community-level stories across the U.S.
He added that Telemundo’s approach reflects the diversity of Hispanic viewers in the U.S., many of whom support both Team USA and a country of family origin. “Soccer is ingrained in our DNA and it’s a very communal co-viewing watching experience, watching it with family,” he said. He added that the network will localize broadcasts with talent that reflects specific fan bases to ensure the viewing experience feels native.
International echo
DAZN is facing a different version of that challenge, building coverage for Spain, Italy and Japan while also thinking beyond live rights. Domènech noted the company is planning a global show, “The Zone 48,” featuring creators from every country in the tournament to capture atmosphere, fan reaction and local storytelling around the event. Even in markets where rights are not held, he said DAZN sees an opportunity to own the broader conversation around soccer.
The panelists emphasized that this could become the most local World Cup yet, despite its global scale. Lorenzo pointed to Telemundo’s footprint of more than 100 owned-and-operated stations and affiliates as a key advantage in telling community-level stories across the U.S. Boyd noted the tournament’s natural fit within North America’s diverse, smaller, community-driven markets, where spontaneous fan celebrations and national pride are expected to shape the atmosphere in host cities. “Those are the stories that we want to make sure that we show on TV,” she said.
At the same time, broadcasters are leaning into personality-driven coverage to keep audiences engaged throughout the tournament. Fox recently added former soccer player Zlatan Ibrahimović to its World Cup talent lineup, a move Boyd said reflects the network’s approach to authenticity. “We want him to be him,” she said. “He doesn’t pull punches.”
With planning years in the making — and in some cases much less — broadcasters are entering the final stretch before kickoff. “Watching them play in the United States and hearing the U.S. anthem ... it’s going to be a special moment,” Lorenzo said.
