Netflix has secured the U.S. broadcasting rights to the FIFA Women’s World Cups scheduled for 2027 and 2031, marking a significant step for the streaming giant as it deepens its engagement with live sports. The announcement was made last Friday by FIFA, the sport's governing body, which describes the agreement as the first time Netflix has acquired the full rights to any major sports competition.
These tournaments will be held from June 24 to July 25, 2027, in Brazil, with the 2031 tournament host yet to be decided. This landmark deal is particularly noteworthy as it is also the first time FIFA has unbundled the Women's World Cup media rights from the men's tournament for U.S. audiences, signaling its commitment to elevational women's sports.
Netflix's Chief Content Officer, Bela Bajaria, emphasized the move's importance, stating, "Bringing this iconic tournament to Netflix isn’t just about streaming matches; it’s also about celebrating the players, the culture, and the passion driving the global rise of women’s sport." This reflects Netflix's broader strategy to diversify its content offerings and leverage its platform's unique features to present sports.
FIFA's President, Gianni Infantino, lauded the agreement as “a landmark moment for sports media rights,” reinforcing the notion of women's soccer as not only significant but also commercially viable. He remarked, “This agreement sends a strong message about the real value of the FIFA Women’s World Cup and the global women’s game.” This deal is particularly important against the backdrop of criticism aimed at past broadcasting arrangements, where FIFA struggled to secure substantial offers for the women’s tournaments.
The deal grants Netflix exclusive rights to all matches for the upcoming tournaments, ensuring comprehensive coverage, which is expected to include both English and Spanish broadcasts to widen its audience. The agreement reaches beyond traditional match coverage; it includes the production of documentary series leading up to the tournaments, spotlighting top players and the evolution of women's football.
The commitment to broadcasting these competitions signals the strategic shift Netflix is making—investing more heavily in live sports, following its forays with events such as the high-profile boxing match between Mike Tyson and Jake Paul, which reportedly attracted over 60 million households. The upcoming Christmas Day livestreaming of two NFL games also contributes to the streaming service’s growing reputation as a player in sports broadcasting.
Internationally, the media rights aspect has evolved, especially with FIFA's recent decisions to revoke exclusive broadcasting arrangements amid disappointing financial offers. Infantino previously mentioned this issue, particularly surrounding the 2023 Women's World Cup, which was held across Australia and New Zealand and faced significant scrutiny over viewership and revenue.
Moving forward, the agreement also places Netflix at the center of future discussions about women's sports media, allowing it to drive interest and potentially higher bids from European broadcasters, who have historically dominated sports coverage, especially soccer. An example of this shift is seen with recent bidding battles where FIFA held out for competitive offers, eventually leading to this new relationship with Netflix.
This agreement is not only transformative for the upcoming tournaments but acts as a catalyst for the potential growth and recognition of women’s sports overall. The positive reception of past Women’s World Cups highlights significant viewer interest; for example, over 25 million viewers tuned in during the 2015 final, showcasing the substantial market for women's games.
The road to the 2027 Women’s World Cup begins now, and with confidence, Netflix aims to deliver “unparalleled access” to these groundbreaking events—offering fans immersive coverage along with studio shows dedicated to appraising the matches, players, and the spirited competitions at the heart of women’s football.
This opportunity to spotlight women's football aligns with Netflix's ambitions to connect with audiences and cater to their growing interest. The company has indicated plans to dedicate resources to sports programming, striving to boost what it describes as its fastest-growing segment—the ad-supported streaming service.
Indeed, as the profile of women's sports continues to rise, Netflix's strategic dealings could reshape how soccer is broadcasted and appreciated across the U.S., empowering the next generation of female athletes and fans alike. With Infantino's closing remarks highlighting the historical significance of this deal, all eyes will inevitably focus on Netflix as it embarks on this exciting venture.
