Netflix VP of Sports confirms streamer wants to be in ‘conversation’ for FIFA World Cup rights

Netflix confirms World Cup rights pursuit with FIFA negotiations planned

James Okafor | GlobalBeat

Netflix vice president of sports content Gabe Spitzer told reporters Monday the streaming giant wants “to be in the conversation” for FIFA World Cup broadcast rights.

Spitzer’s confirmation marks Netflix’s first public acknowledgment of pursuing live sports’ most valuable property, six months before FIFA opens bidding for 2030 and 2034 tournaments.

The streaming platform has filmed documentaries with FIFA on men’s and women’s tournaments but never carried live matches, unlike rivals Amazon Prime Video and Apple TV+ who already own major soccer rights. World Cup rights in the United States alone cost Fox $425 million for 2018 and 2022 combined, while Telemundo paid $600 million for Spanish-language rights.

“We believe live sports can be great for our business,” Spitzer said during Netflix’s first sports-focused media day at its Los Angeles headquarters. “We’re interested in being part of the conversation. We’re going to look at everything.”

The executive declined to specify which World Cup tournaments Netflix would target or whether the company would seek global rights or focus on specific territories. FIFA controls international rights differently from regional soccer bodies, allowing for country-by-country deals or broader continental packages.

Netflix shares jumped 4.7% in after-hours trading following Spitzer’s remarks, adding $12 billion to the company’s market value as investors bet sports content could reverse slowing subscriber growth. The stock had fallen 35% this year amid increased competition and price-sensitive consumers.

Traditional broadcasters expressed skepticism about Netflix’s ambitions. “World Cup rights require massive infrastructure commitments,” NBC Sports president Rick Cordella told GlobalBeat. “You can’t just flip a switch and broadcast 64 live matches across multiple time zones.”

FIFA’s next rights cycle covers the 2030 World Cup, likely hosted across South America, Europe and Africa, plus the 2034 tournament whose location remains undetermined. Current U.S. rights holder Fox’s deal expires after 2026, with major European contracts ending after 2030.

The international soccer federation earned $7.5 billion from media rights between 2019 and 2022, with World Cup tournaments accounting for roughly 70% of that revenue. FIFA president Gianni Infantino has pushed for increased digital distribution while maintaining traditional broadcast relationships.

Spitzer emphasized Netflix’s global reach of 247 million subscribers across 190 countries would attract FIFA seeking younger audiences. “We can bring the World Cup to people who have never experienced it before,” he said. “That’s compelling for a global sports organization.”

Netflix already films behind-the-scenes documentaries with FIFA, including “FIFA Uncovered” and tournament-focused series that followed teams during 2022. Those partnerships provide existing relationships but Spitzer acknowledged live rights negotiations require “different economics and commitments.”

The streaming service tested live sports with a celebrity golf tournament and Chris Rock comedy special but has not regularly scheduled live programming. Technical challenges include broadcast delays, simultaneous match coverage and commentary in multiple languages.

Amazon paid $1 billion annually for Thursday Night Football, while Apple committed $250 million yearly for Major League Soccer rights through 2032. Those deals established streaming precedents but World Cup coverage requires more complex international coordination.

Traditional networks maintain advantages through decades of experience. “World Cup production needs aren’t just about money,” Fox Sports executive producer David Neal said. “You need broadcast crews across host cities, commentary teams for dozens of nations, studio programming infrastructure.”

FIFA will begin formal bidding processes in early 2027 for 2030 rights, with Spitzer confirming Netflix would evaluate “all opportunities” when tenders are announced. The organization typically announces host countries six years before tournaments but 2030 details remain unclear amid proposed multi-continent hosting.

European broadcast markets including Britain, Germany and France hold particular value given soccer’s popularity there. Those territories fetch premium prices because matches air during prime viewing hours rather than daytime schedules required for U.S. broadcasts of tournaments in Asia or the Americas.

Background

Netflix began producing sports documentaries in 2016 but avoided live events for years, viewing on-demand viewing habits as incompatible with appointment television. The strategy shifted after competitor Amazon Prime Video drew 13 million viewers for Thursday Night Football in 2022, proving streaming audiences would watch live sports.

The company spent $17 billion on content in 2023 but faces subscriber growth challenges after raising prices multiple times. Netflix lost 1.2 million subscribers in late 2024 following password-sharing crackdowns that alienated price-sensitive customers, though the company returned to growth this quarter.

FIFA shifted toward digital distribution under Infantino’s leadership, launching FIFA+ streaming service in 2022 carrying archived matches and documentaries but not live World Cup games. The organization earned 44% of its revenue from media rights during the 2019-2022 cycle, with broadcast partnerships dating to radio coverage of the first tournament in 1930.

What’s Next

FIFA’s formal bidding process for 2030 World Cup rights begins in March 2027, with preliminary proposals due by September that year. Netflix will evaluate technical requirements and production costs before committing to specific tenders, while traditional broadcasters prepare competing offers that could exceed previous record prices for soccer’s biggest property.

Netflix’s sports content spending will likely triple from $500 million in 2024 to $1.5 billion by 2026 according to industry analysts. The company must balance those commitments against rising production costs for scripted programming while Wall Street investors demand proof that sports rights translate to subscriber growth rather than expensive trophy assets.