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Fifa begins Nordic rights auction for men’s and women’s World Cups

(Photo by Marc Atkins/Getty Images)

Fifa, football’s world governing body, has initiated broadcast rights sales processes in the Nordic region for the Fifa Women’s World Cup in 2023 and the men’s World Cup in 2026.

Two separate and simultaneous invitation to tender processes have been issued in Denmark, Finland, Norway, and Sweden.

The first includes the rights to the Women’s World Cup, which will be co-hosted by Australia and New Zealand, and – in Denmark, Norway and Sweden only – the women’s U17 and U20 World Cups in 2022.

The second includes rights to the 2026 Fifa World Cup, along with other men’s events to be held between 2023 and 2025, including the U17, U20 and Beach Soccer World Cups, plus the Fifa Futsal World Cup in 2024.

Both the Women’s World Cup (in 2023) and Fifa World Cup (in 2026) will feature expanded competition formats with 32 teams taking part in the women’s flagship tournament and 48 sides taking part in the men’s tournament, which is to be staged by Canada, Mexico and the US.

Rights to the 2022 Fifa World Cup are held in the Nordics by a consortium of Scandinavian broadcasters. This includes Danish public-service broadcaster DR and commercial broadcaster TV2, Norwegian public-service broadcaster NRK and commercial and pay-television broadcaster TV2, and Swedish commercial broadcaster TV4 and public-service broadcaster SVT.

Finnish public broadcaster YLE holds rights to the 2022 tournament, which will take place in Qatar.

Broadcasters and agencies looking to take part in the rights auction have been asked to email Fifa to request the ITT documents (media-rights@fifa.org) and bids must be lodged by 10am (CET) on November 11.

In going to market in the Nordics, Fifa is following in the footsteps of Uefa (and its Team Marketing agency), which recently completed a lucrative sales process in the region, as did the English Premier League as it landed a six-year agreement with Nordic Entertainment (Nent) Group.

Fifa said the tender processes would allow it “to select the media companies that are best placed to secure the required transmission commitments and to achieve Fifa’s objectives of providing large exposure for its competitions and offering fans a high-quality viewing experience”.