Netflix Eyes Sports Push as FIFA World Cup Rights Talks Begin

The California-based streaming juggernaut is keeping a close watch on FIFA‘s early talks for the 2030 and 2034 World Cup rights. Netflix executive Bela Bajaria confirmed the streamer wants to stay part of conversations for major sports properties.

The football governing body FIFA has held preliminary talks for the U.S. rights to both men’s soccer tournaments, according to a report by Deadline. Speaking at the Financial Times’ Business of Entertainment conference, the executive described this year’s tournament as “exciting.”

While Netflix already holds U.S. and Canadian rights for the 2027 and 2031 FIFA Women’s World Cups, Bajaria noted that the streamer maintains a strong working relationship with FIFA.

“We have a great relationship with [FIFA] because we have the Women’s World Cup and [we’re] having those conversations,” Bajaria said. “We’re always going to be in the conversation with the leagues.”

She also added that Netflix wants sporting events that feel “eventy.”

Competition for FIFA rights is expected to be fierce

The world’s biggest sporting tournament is expected to attract several major bidders alongside Netflix. Disney, which owns ESPN, and Alphabet’s YouTube have both shown interest alongside Fox. What makes it notable is that Amazon and Apple could also enter the bidding race once the talks move ahead.

Fox aired the 2026 tournament co-hosted by the United States, Canada, and Mexico, while NBCUniversal’s Telemundo had the Spanish-language broadcast rights. Since those agreements have concluded, FIFA could sell both English and Spanish-language rights together for upcoming tournaments.

That combined package could make the next rights deal substantially larger. Industry sources told CNBC that media companies are budgeting between $1.5 billion and $2 billion for the U.S. rights to each tournament. The figures are industry estimates rather than confirmed FIFA asking prices. Still, that makes it even more competitive for the streamer who recently joined the early talks.

The 2030 World Cup will be hosted primarily by Morocco, Portugal, and Spain, with three centenary matches in Uruguay, Argentina, and Paraguay. Saudi Arabia will host the 2034 tournament.

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