FIFA Opens Standalone Bids for Women’s World Cup Media Rights

FIFA’s decision to sell standalone media rights for the Women’s World Cup in the United States and Puerto Rico represents a strategic pivot, underscoring the growing market power and commercial potential of women’s sports.

For the first time, FIFA has separated the media rights for the FIFA Women’s World Cup Brazil 2027™ and FIFA Women’s World Cup 2031™ from the men’s tournament, marking a milestone in the business of women’s football and the global sports media landscape.

This standalone sale highlights the rising audience demand and increased viewership that women’s sports are experiencing worldwide. The 2023 Women’s World Cup in Australia and New Zealand attracted record viewership in the U.S., setting a new domestic high for a group stage match despite significant time zone differences.

The shift to Brazil in 2027 will likely drive even greater numbers due to a more favourable time zone for North and South American audiences, building on the record-breaking 27 million U.S. viewers who tuned in to the Canada 2015 Women’s World Cup final.

With women’s sports gaining mainstream popularity, the value of media rights for female-led events has climbed steadily. Research consistently shows that women’s sports viewers are among the most loyal and engaged audiences, particularly in the U.S. and Europe. The Women’s World Cup, as the world’s largest women-only sporting event, is at the forefront of this trend, providing advertisers and broadcasters with an audience that is younger and more diverse than those of many other sporting events.

“Women’s sports are no longer an afterthought; they’re a core part of our media strategy,” commented FIFA Chief Commercial Officer Kay Madati. “We see great potential in the Women’s World Cup as a standalone property, particularly as viewership and fan engagement continue to grow.”

The standalone sale presents unique opportunities for broadcasters, digital platforms, and brands to form partnerships and engage with this expanding audience. By offering the Women’s World Cup rights independently, FIFA is inviting broadcasters to invest in building women’s sports into a year-round focal point rather than a secondary addition. This shift creates room for innovative collaborations, including streaming partnerships, digital-first activations, and integrated marketing that appeals to women’s football fans.

As FIFA looks to amplify its global reach, the Women’s World Cup rights sale represents a potential foundation for long-term partnerships in a rapidly growing market. Major players who secure rights could enjoy exclusive access to a highly attractive audience base, enhancing brand loyalty and engagement, and establishing a foothold in an evolving sports media space.

The standalone Women’s World Cup media rights sale signals FIFA’s commitment to the commercialisation of women’s football. Revenue from these rights is reinvested to support global football development, including initiatives within the FIFA Forward Development Programme. This approach aligns with growing investor interest in women’s sports, a trend that could pave the way for broader sponsorship deals and dedicated resources to support female athletes and leagues globally.

By leveraging the rising viewership and unique market position of women’s sports, FIFA’s media rights strategy not only reflects the current landscape but also contributes to a future where women’s events are a central part of the sports business. As organisations look to deepen fan connections and embrace new audience demographics, the Women’s World Cup media rights offer a pathway to meaningful growth and long-term value in the sports industry.

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