FIFA is expected to start bidding for the U.S. media rights to the 2030 FIFA World Cup at around $1 billion, more than doubling the previous $485 million paid by Fox Sports for the 2026 tournament. The market has shifted significantly following the unprecedented TV ratings for the current World Cup, which took place in the U.S. for the first time in 32 years. As a result, FIFA is positioned to leverage strong demand from multiple media companies, including traditional broadcasters and streaming platforms competing with major North American sports leagues like the NFL, MLB, and NHL.

The 2030 World Cup will be hosted by Morocco, Spain, and Portugal, with the 2034 tournament set for Saudi Arabia, and FIFA may package the English and Spanish language broadcasting rights for both cycles together, potentially grossing $3 billion in the U.S. alone. Experts highlight the record-breaking viewership numbers across Fox, FS1, and Telemundo during the 2026 event, which have driven higher advertising spend and cable retransmission fees. Innovative additions such as hydration breaks during matches have also created new opportunities for revenue growth.

However, time zone differences for the 2030 tournament will pose challenges for U.S. broadcasters, as most games will occur far earlier than the prime viewing times enjoyed this year, which may impact ratings. Additionally, the absence of iconic players like Neymar, Cristiano Ronaldo, and possibly Lionel Messi could affect star power, though emerging talents such as U.S. striker Folarin Balogun and stars like Kylian Mbappe and Erling Haaland are expected to draw significant interest.

A range of media and tech giants are likely to bid for the rights, including Netflix, Amazon Prime Video, NBC Sports, ESPN, and Fox. The strong performance of the 2026 World Cup, with Fox averaging 26.4 million viewers for the U.S. men’s team matches, underlines the evolving popularity of soccer in the United States. Industry insiders view soccer’s rise as permanent, comparing it to how once-exotic foods like sushi have become mainstream. FIFA’s upcoming rights sales are poised to capitalize on this momentum, marking a pivotal moment in the value of soccer broadcast rights.