FIFA defends CazéTV and LiveMode‘s success in the 2026 World Cup, while ensuring a transparent process for the 2030 World Cupbroadcasting rights, heating up the sports media market.
FIFA has publicly ratified the broadcasting model adopted by CazéTV for the 2026 World Cup, rejecting any claims of conflict of interest regarding the role of LiveMode, the company that holds and exploits the broadcasting rights in Brazil. At a crucial moment for the future of televised football, the sport’s governing body signals unwavering support for innovation and diversification of content platforms, paving the way for new dynamics in the sports media market.
The central point of the statement, made by FIFA’s Business Director, Romy Gai, to the newspaper O Estado de São Paulo, is the complete clarity and approval of the partnership between LiveMode and CazéTV since 2022. This strategy, which allowed Casimiro Miguel‘s digital channel to air all the World Cup matches, was seen as a catalyst for engaging new audiences and expanding the competition’s reach in Brazil.
CazéTV’s Innovation and Expanded Reach
CazéTV‘s performance, along with the sublicensing of part of the broadcasting rights to traditional partners like SBT and the presence of TV Globo, created an unprecedented coverage scenario. FIFA sees CazéTV’s innovative language and ability to adapt to the digital environment as an effective tool for reaching different age groups, a primary objective for the expansion of football.
Sublicensing Model: Global Practice
The organization debunked the idea that LiveMode’s acquisition, exploitation, and sublicensing model could create impediments in future negotiations. According to Romy Gai, this format is an established practice in the international sports media landscape, as long as it is aligned and approved by FIFA, and that in Brazil, it fulfilled its strategic reach objectives.
The Race for 2030 World Cup Rights
With an eye on the 2030 World Cup, which will feature opening matches in South America and be hosted by Spain, Portugal, and Morocco, FIFA confirmed that the media rights in Brazil have not yet been commercialized. The organization promised a fully open sales process, with no prior exclusions and rigorous due diligence for all potential partners, ensuring fairness in the bidding.
“Nobody currently holds the 2030 FIFA World Cup media rights in Brazil, and nobody has been excluded from the process,” stated Gai.
Transparency and Advertising Responsibility
The issue of sports betting advertising was also addressed. FIFA clarified that it does not interfere in the commercial negotiations of media outlets. However, in its own sponsorship agreements, the entity ensures that it conducts exhaustive checks to guarantee the legal and regulatory compliance of its partners, reaffirming its commitment to integrity.
“These commercial relationships are a matter for the media outlets themselves, so FIFA does not participate in these advertising negotiations,” said Gai.
The growth of free streaming was also assessed as a success in Brazil, although FIFA emphasizes that the broadcasting model is adapted to each market, considering factors such as legislation, infrastructure, and consumption habits.
FIFA reinforces its role as a transformative agent in the sports media market, validating CazéTV‘s innovative capacity for the 2026 World Cup and projecting a future of transparent and meritocratic negotiations for the broadcasting rights of the 2030 World Cup. This stance indicates the entity’s continuous adaptation to the new realities of content consumption, promising a dynamic and competitive landscape for companies interested in bringing the excitement of football to Brazilian fans. The sports media market awaits FIFA’s next steps, which promise to shape how we follow major football events in the coming decades.