Fox Sports paid roughly $485 million for the right to broadcast the 2026 FIFA World Cup in English across the US. When the final whistle blows this summer, that contract expires, and FIFA will be shopping its crown jewel to the highest bidder in what’s shaping up to be one of the most lucrative sports media auctions in recent memory.

Analysts estimate the open-market value for the 2030 World Cup rights and beyond could land somewhere between $1 billion and $1.5 billion, possibly higher. That’s roughly double or triple what Fox is currently paying.

The hydration break goldmine

FIFA mandated three-minute hydration breaks in each half of all 104 matches, ostensibly to protect player welfare in the expanded 48-team format. Those breaks also created natural ad windows. Fox has been selling 30-second spots during those breaks for between $200,000 and $750,000, depending on the match.

The streaming giants are circling

The list of potential bidders for the post-2026 rights includes Netflix, Amazon, and Apple, joining whatever traditional broadcast networks decide to compete.

Netflix acquired rights to the 2027 and 2031 Women’s World Cups. Amazon carries NFL Thursday Night Football and various European soccer leagues through Prime Video. Apple signed a 10-year deal with Major League Soccer.

Fox’s $485 million deal was negotiated as part of a multi-tournament extension back in 2015, long before streaming platforms became serious players in live sports. FIFA actually considered rescinding Fox’s contract for the 2026 World Cup before ultimately deciding to honor it.