Competition Heats Up for Club World Cup Broadcasting Rights
According to The i Paper, ITV and Channel 5 are emerging as the primary contenders for the broadcasting rights to this summer’s highly anticipated Club World Cup. DAZN, the global rights holder, secured the tournament’s broadcasting rights with a staggering bid of $1 billion (£800 million) late last year. However, in a strategic move, DAZN, which recently welcomed a minority stake from the Saudi Arabian investment company PIF-owned SURJ, is sub-licensing these rights in key markets, including the UK.
Sources indicate that ITV has made a bid of zero pounds, although DAZN is expected to recover some costs through third-party sponsorship and airtime sales. Meanwhile, Channel 5 is also in the mix, reportedly planning to enhance the tournament’s visibility by broadcasting high-profile matches, including those featuring Chelsea and Manchester City, along with the semi-finals and final.
ITV’s strategy appears to focus on airing matches primarily on ITV4. Notably, both the BBC and Channel 4 have opted out of the bidding process for these rights.
In the United States, where the tournament will take place, DAZN has already successfully sub-licensed TV rights to Warner Bros Discovery, which operates TNT Sports. This partnership will allow TNT Sports to broadcast 24 of the tournament’s 63 matches, while Televista will air 18 games in Spanish.
Although TNT Sports is a significant sports broadcaster in the UK, it seems unlikely they will place a bid, as FIFA is inclined towards a free-to-air broadcaster to maximize the tournament’s exposure, particularly in a major market like the home of the Premier League. FIFA President Gianni Infantino has been a vocal advocate for the revamped, 32-team tournament, branding the Club World Cup as “the most widely accessible club football tournament ever.”
DAZN has also established agreements with local broadcasters in Egypt and sub-Saharan Africa. The process of selling the TV rights for the Club World Cup has been a challenging endeavor for FIFA, especially with the tournament set to kick off on June 15. Infantino had called an emergency meeting with broadcasters in September in an effort to generate interest, but many appeared hesitant due to the controversies surrounding the event.
However, DAZN stepped in three months later, providing the much-needed $1 billion fee, which accounts for half of the tournament’s budget and the total prize money pool. This move was crucial as FIFA aimed to find sub-licensees to fulfill its goal of maximizing viewership for the newly established quadrennial tournament. “It was imperative for FIFA to ensure that as many football fans across the world could follow the action,” Infantino stated. “This agreement with DAZN guarantees that in terms of broadcasting, the new FIFA Club World Cup will be the most widely accessible club football tournament ever.”
