Big news for Hispanic sports marketing, with a bid of around $600 million, Telemundo won the Spanish-language rights to air the 2018 and 2022 Soccer World Cups over Univision Communications Inc., which has aired every World Cup tournament since 1978. Along with regular World Cup games, the pact gives Telemundo the rights to air the 2015 and 2019 Women’s World Cup as well as rights to all other FIFA events.
Fox Sports has secured the U.S. rights to broadcast the 2018 and 2022 World Cup games, with Comcast Corp.’s Telemundo picking up the Spanish-language rights to air games over the same cycle, the world soccer organization FIFA has announced, according to weekend media reports.

Interestingly the right to air in Spanish-language is worth more than the rights to air in English: Fox Sports paid more than $400 million (but less than Telemundo’s $600 million) to air the global soccer tournament, The Wall Street Journal reported, citing unnamed people familiar with the matter. Fox beat out rival bids from several companies including Walt Disney Co.’s ESPN which has aired every World Cup except one since 1982, the Journal said.

Read Portada’s Special Supplement about the 2010 Soccer World Cup and Hispanic Marketing.

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