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Streaming giant Netflix has secured the rights to exclusively broadcast the next two editions of the Fifa Women’s World Cup in the US.
After long playing down its interest in live sport, this year has seen Netflix secure deals to broadcast Christmas Day National Football League (NFL) games and WWE Raw. However, this is perhaps its most significant move to date and marks the first time the company has acquired the rights to a sports competition in full.
This was also the first time that Fifa had sold the rights to the Women’s World Cup separately to the men’s competition in the US market. Financial details of the agreement have not been disclosed, but the fact the deal has been done well in advance of the tournaments would suggest Netflix submitted an attractive offer to Fifa, which ended up in a standoff with European broadcasters over rights to the 2023 edition after receiving bids deemed to be too low.
Netflix will take over US coverage of the Women’s World Cup from pay-TV network Fox, which has held the English-language broadcast rights since the 2015 edition in Canada.
Netflix does have previous experience of working with Fifa from producing the Captains of the World docuseries during the men’s 2022 World Cup in Qatar.
The deal caps a significant year for Netflix, which in November made its live sports debut by streaming the exhibition fight between influencer Jake Paul and heavyweight great Mike Tyson. The company said its broadcast of the bout was the most-streamed sporting event ever, attracting 108 million live viewers globally.
“This is a landmark moment for sports media rights,” said Fifa president Gianni Infantino. “As a marquee brand and Fifa’s new long-term partner, Netflix has shown a very strong level of commitment to growing women’s football.
“This agreement sends a strong message about the real value of the Fifa Women’s World Cup and the global women’s game. Fifa and Netflix partnering together makes this a truly historic day for broadcasting and for women’s football.
“Besides broadcasting the tournaments themselves, Netflix will play a key role in terms of bringing the fascination of women’s football to a multimillion audience in the lead-up to both final tournaments, thereby enabling us to further increase their appeal.”
Netflix chief content officer, Bela Bajaria, added: “I’ve seen the fandom for the Fifa Women’s World Cup grow tremendously – from the electric atmosphere in France in 2019 to, most recently, the incredible energy we saw across Australia and Aotearoa New Zealand last year.
“Bringing this iconic tournament to Netflix isn’t just about streaming matches, it’s also about celebrating the players, the culture and the passion driving the global rise of women’s sport.”
While it has already been decided that Brazil will stage the 2027 Women’s World Cup, the USA and Mexico are expected to bid to host the competition in 2031, which would likely drive even greater interest in Netflix’s coverage of a home tournament. Fifa is expected to award the hosting rights for the event in the second quarter of 2025.
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