Vietnam broadcasters face high price for 2026 FIFA World Cup rights

A source familiar with the matter told Tuoi Tre (Youth) newspaper that FIFA is offering the rights for no less than a 'double-digit' figure in millions of U.S. dollars, and higher than the price for the 2022 tournament in Qatar.

In 2022, Vietnamese national broadcaster VTV and its partners were reported to have paid up to $15 million for the World Cup rights.

The source said FIFA initially asked for $20 million for the Vietnam rights, though the figure has since been reduced.

While negotiations are ongoing, the final price for the 2026 package is still expected to exceed that of 2022.

The 2026 tournament, to be held in the United States, Canada, and Mexico from June 11 to July 19, will feature 48 teams and over 100 matches, up from 32 squads and 64 games respectively in 2022.

Experts said the increased number of matches and rising global demand for media rights have pushed up costs.

They added that prices are unlikely to drop significantly, though purchasing efforts are not expected to intensify until late 2025, closer to the start of the tournament.

A Vietnamese advertising specialist said broadcasters may struggle to recoup expenses through advertising, given current economic conditions.

“It’s simply unaffordable to go over $15 million,” the expert said.

An analyst suggested local broadcasters should consider joint negotiations to avoid higher pricing, though differing business interests may make such cooperation difficult.

FIFA’s media rights in Asia, including Vietnam, are being handled by Infront Sports & Media.

Over the past two decades, the cost of World Cup broadcast rights in Vietnam has steadily climbed — from $2.1 million to $15 million in 2022.

The 2026 FIFA World Cup will be the first tournament to be co-hosted by three countries and will also mark the debut of 48 national teams.

Argentina will enter the tournament as defending champions while host nations Canada, Mexico, and the United States have automatically qualified.

As of mid-2025, 13 teams have secured qualification, including newcomers Jordan and Uzbekistan.