GENEVA — Netflix has recently acquired the U.S. broadcasting rights for the Women’s World Cup scheduled for 2027 and 2031, marking a significant step in the streaming platform’s venture into live sports.
The announcement made on Friday highlights a pivotal partnership between FIFA and Netflix, with this being the most substantial agreement FIFA has reached with a streaming service for a major tournament to date. While the financial details of the deal remain undisclosed, the women’s soccer international competitions have historically struggled to secure lucrative broadcasting deals.
Bela Bajaria, Netflix’s chief content officer, emphasized that bringing this prestigious tournament to the platform is not merely about streaming the games. “It’s also about celebrating the players, the culture, and the passion fueling the global expansion of women’s sports,” she stated in a recent comment.
The company ventured into live sports last month with a highly publicized boxing match featuring legendary heavyweight Mike Tyson and social media star Jake Paul, which attracted over 60 million viewers. However, there were some reports of streaming issues during the match.
Additionally, Netflix is set to air two NFL games on Christmas Day: the Kansas City Chiefs versus the Pittsburgh Steelers, and the Baltimore Ravens against the Houston Texans. This arrangement is part of a three-year agreement that was unveiled in May.
Traditionally, World Cup events are aired on free-to-access public networks to maximize viewership. In 2023, the women’s tournament generated less than 10% of the earnings from the men’s 2022 World Cup.
FIFA President Gianni Infantino has publicly criticized public broadcasters, particularly in Europe, accusing them of undervaluing their bids to broadcast the 2023 tournament held in Australia and New Zealand. In the U.S., the event was streamed by Fox.
“This agreement sends a strong message about the genuine value of the FIFA Women’s World Cup and the global growth of women’s soccer,” Infantino pointed out.
The rights to the tournament signal an important milestone in Netflix’s strategy to ramp up live programming. This move aligns with the streaming service’s broader initiative to enhance its advertising revenues, particularly after launching a lower-priced option featuring commercials two years ago. Currently, this ad-supported segment is the fastest growing aspect of Netflix’s offerings, although the majority of its 283 million global subscribers continue to choose ad-free subscriptions.
To boost its revenue, which is projected to reach around $30 billion, Netflix is focused on increasing its advertising sales. Company leaders predict it may take a few years before these sales significantly impact overall revenue.
This year, Netflix is expected to allocate around $17 billion for programming— a budget that has been historically focused on scripted television and films. However, a notable portion is now directed towards sports and live events, making Netflix a formidable competitor against traditional media seeking similar broadcasting rights.
The agreement with Netflix is likely to empower FIFA in negotiations with European broadcasters, who may engage in tough bargaining sessions.
Kieran Maguire, a soccer finance expert and co-host of The Price of Football podcast, described the deal as “somewhat of a gamble” for FIFA. He referred to it as “saber-rattling” by Infantino. He mentioned that through this partnership, “Netflix gains football broadcasting experience while FIFA can advertise its association with a prominent organization, putting pressure on the European market.”
Moreover, FIFA and Infantino aim to increase broadcast deal valuations to support enhanced prize money and address the gender pay disparity experienced in the men’s World Cup.
During the men’s 2022 World Cup in Qatar, federations representing 32 teams collectively received $440 million in prize money, whereas FIFA allocated a total of $152 million for the women’s 2023 tournament for various associated costs.
In its financial reports for 2023, FIFA acknowledged total broadcasting revenue of $244 million. In contrast, during the 2022 men’s World Cup, this figure approached $2.9 billion.
The upcoming Women’s World Cup will feature 32 teams and 64 matches, scheduled to take place in Brazil from June 24 to July 25, 2027. Initially, the U.S. applied to co-host this event with Mexico.
While the host nation for the 2031 tournament has yet to be decided, the U.S. is expected to bid, hoping FIFA will expand the event to include 48 teams, mirroring the upcoming 104-game format for the men’s World Cup in 2026, which will occur in the U.S., Canada, and Mexico.
Spain emerged victorious in the 2023 Women’s World Cup, succeeding the U.S. team, which had obtained titles in 2015 and 2019.
Watching the 2015 Women’s World Cup final, which featured a 5-2 win against Japan, more than 25 million viewers in the U.S. tuned in—a match played in Vancouver, Canada, with a time zone similar to that of Brazil.
FIFA had sought an exclusive global deal with Apple+ to broadcast the inaugural 32-team Club World Cup, expected to take place across 11 U.S. cities next June and July. However, broadcast networks showed minimal interest, leading to the event now being offered for free on the streaming service DAZN, which is increasingly strengthening its business connections with Saudi Arabia.
Before the next Women’s World Cup franchises, Netflix plans to create exclusive documentary series leading up to both tournaments, highlighting the world’s leading players, their stories, and the expanding popularity of women’s soccer, as stated by FIFA.