The biggest sporting event on the planet is about to become the biggest bidding war in streaming. Netflix, Disney, and YouTube are all pursuing US broadcast rights for upcoming FIFA World Cup tournaments, a package that could be valued at around $2 billion as traditional broadcasters face an unprecedented challenge from deep-pocketed tech platforms.

The rights race heats up

Fox Sports currently holds the English-language US rights for the 2026 FIFA World Cup, a deal valued at approximately $485 million. Telemundo locked down the Spanish-language rights through a no-bid extension. Those deals cover the tournament happening on US soil next summer, co-hosted with Canada and Mexico.

But the real action is what comes next. Bidding for the next major cycle, expected to center on the 2030 World Cup, is anticipated to begin within six to eight months. And the price tag is going up.

NBCUniversal has reportedly discussed a potential bid exceeding $1 billion with FIFA for full English- and Spanish-language rights to the 2030 tournament. That’s more than double what Fox paid for English-language rights alone for 2026.

Netflix is no longer just the company that streams your favorite comfort shows. It already acquired US and Canadian rights to the Women’s World Cups in 2027 and 2031, positioning itself as a legitimate sports broadcaster. Disney and YouTube rounding out the field of suitors makes this a genuine three-front war among platforms that collectively reach billions of users. Amazon Prime Video and Apple TV+ are also considered potential bidders, meaning FIFA could have five or more deep-pocketed streaming services competing for a single rights package.

The expected valuation for the US rights package could reach $1 billion or more, and some industry observers believe the full package, bundling English and Spanish language rights, could approach the $2 billion mark when all is said and done.

Why crypto is already on the pitch

Kraken was named the Official Crypto Exchange Supporter for the 2026 FIFA World Cup in June 2026, a deal that puts blockchain technology front and center at the world’s most-watched sporting event. Kraken’s involvement encompasses NFTs and blockchain-based ticketing, pointing to a future where attending a match might mean holding a digital asset rather than a paper stub.

The 2022 World Cup in Qatar saw Crypto.com as a sponsor, but the 2026 integration appears deeper, with blockchain woven into the actual fan experience through ticketing infrastructure.

What this means for investors

When Fox paid roughly $485 million for 2026 English-language rights, streaming platforms were still experimenting with live sports. Now Netflix streams NFL games on Christmas Day, Apple has Major League Soccer, and Amazon owns Thursday Night Football.

If the 2030 package lands north of $1 billion, it validates the thesis that live sports are the last form of truly appointment television. For YouTube, which already streams NFL Sunday Ticket, adding the World Cup would cement its position as a legitimate alternative to cable television.

Investors watching this space should track two timelines: the formal bidding process for 2030 rights, which should kick off in early 2027, and the on-the-ground performance of Kraken’s blockchain ticketing at the 2026 tournament.