TV deals done in major markets for Women’s World Cup in Australia and New Zealand

Fears of a TV blackout in major European markets for the FIFA Women’s World Cup have been avoided with a last-minute deal.

Matildas captain Sam Kerr is one of the headline acts for the World Cup. Picture: Richard Wainwright

The FIFA Women‘s World Cup being played in Australia and New Zealand could now be seen by more than one billion people after a European TV blackout was avoided by a new deal.

FIFA president Gianni Infantino said last month that countries including Britain, France, Germany and Italy would not get TV coverage unless “unacceptable” bids were improved.

But amid fears viewers in those countries would miss out, an agreement has been reached that will ensure “maximum exposure” for the tournament that begins in July.

“FIFA is delighted to widen the deal with the European Broadcasting Union for the transmission of the upcoming FIFA Women‘s World Cup … thus ensuring maximum exposure for the tournament,” Infantino said in a statement on Wednesday.

“As part of this agreement, the EBU has committed to working towards broadcasting at least one hour of weekly content dedicated to women‘s football on its own digital platform and broadcaster network.

“This will provide a huge promotional and exposure opportunity for women‘s football, which is a top priority for us in line with FIFA’s commitment to the long-term development of the sport.”

FIFA and EBU extend agreement for FIFA Women’s World Cup™ rights and commit to promoting women’s football
➡️https://t.co/6fS3yrubdTpic.twitter.com/MJ0b76sPaa

— FIFA Media (@fifamedia) June 14, 2023

Last October, FIFA and the EBU, which represents Europe’s national media organisations, announced an initial deal confirming that the World Cup would be broadcast free to air across 28 European territories.

But it didn’t include the major markets, an issue that has finally been addressed.

More than 1.12 billion viewers tuned into the 2019 Women‘s World Cup in France across all platforms and that looms as a minimum target for the upcoming event.

The new deal comes after broadcasters initially offered between $1.5m and $15m for the rights for this year‘s tournament in Australia and New Zealand compared with up to $294m for the men’s World Cup.

Originally published as TV deals done in major markets for Women’s World Cup in Australia and New Zealand