As most experts in the sports business industry will attest, Fox have got a bargain in buying the rights to air the FIFA World Cup in the United States for $485m.
Aside from the natural interest from a population curious about the tournament taking place on their doorstep, FIFA – world soccer’s governing body – has created the conditions for the 2026 World Cup to be the most commercially-geared in history.
The wisdom of that approach remains to be seen. Many fans have balked at astronomical ticket prices, which have been set by a dynamic pricing model which many in soccer see as profiteering. Then, there’s the costs of transport, accommodation, food and drink in the stadiums and so on.
Then, there is the format of the competition itself. 48 teams, up from 32 in every tournament since 1998, are taking part. More teams, more matches, more marketing space, more tickets sold. On top of that, the FIFA-mandated ‘hydration breaks’ have effectively split games into four quarters, allowing broadcasters to sell more adverts.
All in all, FIFA and their divisive president, Gianni Infantino, think this hemisphere-spanning World Cup can generate revenues of $13bn all told.
Fox have recognised that. And the viewing figures for the United States’ opening match suggest that they have made the right choice. Almost 25 million tuned in to watch Mauricio Pochettino’s side win 4-1.
But there have been one or two teething issues, too.
24 hours earlier before the USMNT’s win, Mexico opened the tournament with a 2-0 victory over South Africa.
In that match, Fox cut away for adverts during the second three-minute hydration break, only to return 10 seconds after the play had resumed.
In doing so, Fox violated the rules which FIFA sets out in its deals with rightsholders which – as relayed by The Guardian – stipulate that they must return to the match at least 30 seconds before play restarts.
The Guardian report that FIFA will not punish Fox for the oversight, which the broadcaster says was because of a misreading of when the referee has called the hydration break.
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