The challenges for broadcasters at the 2026 World Cup

The build up to the 2026 FIFA World Cup hasn’t gone entirely according to plan for the tournament’s host nations, Canada, Mexico, and the USA. There’s been backlash around match-day ticket pricing and transport fares, resistance towards the suggestion of wall-to-wall advertising throughout games, and concerns around America’s volatile political backdrop.

It’s estimated that the cost of going to watch just England’s group-stage games would reach just shy of £5,000, leaving many experienced match-goers no choice but to watch the tournament from home. They will add to what is expected to be a huge television audience in the UK, where England’s quarter-final defeat to France in 2022 reached just shy of 20 million viewers, presenting a huge opportunity for TV broadcasters. That being said, this enormous viewership does not automatically translate into success for broadcasters, with later kick-off times and an increasingly digital-first, social media-driven audience meaning execution will be critical to maintaining engagement.

Broadcasters need to accept that coverage of the 2026 FIFA World Cup will live just as much on second screens as it does on TV. This shift presents a clear opportunity to drive further engagement across social channels, with millions of viewers jumping online to both rewatch and react to key moments almost immediately - this, in turn, means key moments should be clipped and distributed within minutes, with platform specific edits tailored for individual channels. The aim should be to make the broadcaster the natural home of those moments, wherever audiences choose to watch or scroll.

At the same time, talent will play a pivotal role in driving that engagement. They should feel empowered to show personality and authenticity, but without compromising credibility. Audiences are becoming increasingly aware of punditry that leans on outrage or chases ‘cheap clicks’ to generate traction - while this approach can deliver short-term spikes, it risks undermining trust over the course of a tournament. The most effective voices will be those who combine authenticity with informed, opinion-led analysis that genuinely adds value and provides insight that fans can’t get elsewhere.

It’s also important to remember that, in a fast-moving, highly visible environment like this, even one poorly judged comment can travel quickly on social media and risk alienating sections of the audience. Clear briefings, shared messaging, and simple guardrails can help talent feel confident in what they can say and how they say it. The goal isn’t to restrict personality, but to make sure everyone is aligned in order to avoid unnecessary controversy and remain a trusted voice throughout the tournament.

This tournament also provides broadcasters with a real opportunity to reframe what it means to watch from home. Rather than presenting it as a second-best alternative, the emphasis should be on how it can offer a deeper, more rounded way to follow the tournament - one that goes beyond what’s possible inside the stadium.

This is where access becomes a major advantage. Viewers at home can be brought closer to the game through enhanced behind-the-scenes footage, player interviews, and expert analysis that adds context and insight in real time. Moments from training grounds, dressing rooms, and post-match reactions can help build a fuller picture of the tournament, giving fans a sense of connection that isn’t limited to the 90 minutes on the pitch. It’s about making the audience feel like they’re seeing more, not less.

There’s also a big opportunity to make the experience more interactive. Features like live polls, fan reactions, watch-along elements, and Q&As can turn passive viewers into active participants, helping to recreate some of the shared energy that comes with being in a crowd. When fans feel involved, they’re far more likely to stay engaged across the tournament.

If this is executed well, the narrative starts to shift from ‘I wish I was there’ to ‘this is how I want to experience the tournament’. From here, watching from home no longer feels like missing out, but as gaining a more immersive, informed, and connected version of the tournament.

Finally, broadcasters should be mindful of the growing level of commercialisation around the 2026 FIFA World Cup, and be careful not to overdo advertising and brand integration during coverage. There is a clear risk that audiences become fatigued if content feels overly promotional or driven by constant sponsorship messages. This is already an area of scrutiny in football media more broadly, with formats like podcasts and fan-led shows - such as Stick to Football - coming under increased criticism when advertising begins to outweigh editorial balance.

In a tournament that is expected to be one of the most heavily commercialised in history, there is a real opportunity for broadcasters to differentiate themselves by keeping advertising as light and considered as possible within their coverage. This doesn’t mean avoiding commercial partnerships altogether, but rather being more selective and subtle in how they are integrated. Done well, this approach can help maintain audience trust, improve viewing experience, and ultimately strengthen the broadcaster’s reputation in a space where attention and credibility are both under pressure.

Ultimately, for TV partners and wider channels, success will not come from who shouts the loudest, but from who best understands what fans want from the tournament. In a crowded, highly scrutinised environment, the winners will be those who add value, respect audiences, and earn attention through relevance, not noise.

George Rathbone is account manager, sport & fitness, at The PHA Group