SPORTS | ENTERTAINMENT
In the United States, Telemundo is moving forward with a multiplatform offering, the historic proclamation of “National Soccer Day,” and other activities in this sport that not only sparks global passion but also brings billions of dollars to the industry.
The question for the media and those involved in this powerful business is: Does the current reality with the President of the United States weaken the guarantees for the ambitions of FIFA and those involved in the sports network business?
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With Spanish-language coverage on broadcast television in the U.S. and on-air coverage of the new CONCACAF Qualifying rights with the “Road to the World Cup” offer, the launch of the “The World Cup Is Ours” campaign begins the countdown with cultural narratives and multiplatform marketing through NBCUniversal. National Soccer Day is on the marketing agenda in the U.S. Community activities leading up to the tournament began on June 11. The Telemundo Station Group has launched original fan specials with programming for the 26 FIFA World Cup™.
Luis Fernández. Foto: NBCU Telemundo Enterprises
Luis Fernández, Executive Chairman, NBCUniversal Telemundo Enterprises. “Today marks the beginning of the countdown to the historic 26 FIFA World Cup™, a key milestone leading up to the most important sporting event on the planet. For the first time in more than 30 years, the Cup will return to the United States, and as the exclusive Spanish-language network, we won’t just broadcast the tournament, we’ll make history. Soccer is everything to Latinos; it’s part of our identity, and we’re ready to offer the largest coverage in the history of Spanish-language media. We have an incredible year ahead, and it will be a privilege to bring this unprecedented event to millions of passionate fans across the country,” he said.
Telemundo, the exclusive Spanish-language network for all FIFA properties through 2026, is advancing across Telemundo, Universo, and Peacock, heading into the historic event from June 11 to July 19, 2026.
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Joaquín Duro
“For us at Telemundo, we are ready for the 2026 FIFA World Cup. We won’t just be covering the tournament; we are preparing to make history, and the path we are charting toward 2026 will demonstrate that,” said Joaquin Duro, Executive Vice President of Sports, Telemundo. “From broadcasting all 104 matches live and offering more games on broadcast television than ever before, to the most extensive coverage leading up to the World Cup, the team is fully committed.”
Telemundo will broadcast all 104 matches live—92 on Telemundo and 12 on Universo—marking the most Men’s World Cup matches broadcast by a broadcast network in U.S. media history. All matches will also be available live on Peacock and the Telemundo app.
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The ambitious broadcast will originate from presentation studios in Mexico City, Miami, and New York. Peacock’s FIFA World Cup 26™ coverage will be available in the summer of 2026. Additionally, Telemundo will launch the 24/7 FAST channel “Telemundo Deportes Ahora,” offering more than 50 hours of live Spanish-language sports content per week, including original programming and events, with a special focus on soccer heading into 2026. Its launch is planned for August 2025.
According to NBCUniversal research, 66% of viewers who plan to watch the tournament in Spanish are very excited, a 25% increase from 2022. 80% already plan to watch the tournament (+11%), and 4 in 5 plan to watch more matches than in 2022.
KEY INSIGHTS: Spanish-language content continues to generate a strong connection: 55% of bilingual viewers prefer Spanish-language coverage, which has 87% more perceived passion than English-language coverage. Additionally, 79% of potential viewers feel a stronger connection with brands advertising during the World Cup (+34% compared to viewers of English-language coverage).
Source: BPI MWC ’22 Sentiment Tracker and BPI MWC ’26 One Year Out Study
Redacción TVMAS