SportyTV has secured pay-TV rights to the FIFA World Cup 2026 in South Africa, strengthening its position in one of Africa’s most competitive broadcast markets.
The agreement covers all 104 matches of the expanded tournament, set to be staged across the United States, Mexico and Canada between June 11 and July 19. Coverage will be delivered via SportyTV’s OTT platform and mobile app, alongside studio programming produced in Cape Town and Madrid.
Hybrid broadcast model takes shape
The deal complements an existing free-to-air arrangement, with South African Broadcasting Corporation holding rights through a sub-licensing agreement with New World TV.
This dual structure reflects a broader industry trend, where premium live rights are split between subscription platforms and free-to-air broadcasters to maximise both reach and revenue.
SportyTV’s coverage will extend beyond live matches, incorporating a “360-degree†content strategy built around digital-first storytelling, social media engagement and real-time fan interaction.
Platform expansion accelerates
Launched in South Africa in 2025, SportyTV has rapidly expanded its footprint across key African markets including Nigeria, Ghana and Kenya.
The World Cup acquisition marks its most significant rights deal to date, following earlier moves into global football properties such as the FIFA Club World Cup.
ElÃas Gallego said the tournament provides a platform to showcase the company’s integrated media ecosystem, combining content, technology and fan engagement.
National team return boosts local interest
The commercial opportunity is further amplified by the return of South Africa national football team to the World Cup for the first time since 2010.
The team is set to feature in the opening match against Mexico at the Estadio Azteca, a fixture expected to drive strong domestic viewership.
Strategic play in a high-growth market
With media rights values rising globally and Africa representing a key growth region, the deal underlines increasing competition among broadcasters seeking premium football inventory.
For SportyTV, securing World Cup rights is not just about content — it is a statement of intent in building a scalable, digital-first sports media platform across the continent.