FIFA Club World Cup: Univision Targets Hispanic TV Viewers

TelevisaUnivision has clinched a significant sublicensing deal with DAZN to broadcast a substantial number of FIFA Club World Cup matches this summer. This Univision FIFA Club World Cup coverage will be aired across their key networks: Univision, TUDN, and UniMas, strategically targeting the lucrative Hispanic market in the United States.

In total, TelevisaUnivision will showcase 18 games out of the 61 matches in the expanded FIFA Club World Cup tournament. While this represents under eleven percent of the total games – with streaming provider DAZN holding exclusive rights to all 61 globally – it marks a critical strategic move by FIFA and DAZN to tap into a key demographic for soccer viewership in the US.

The Backstory: DAZN's Global Bet and the US Market Challenge

When DAZN announced its acquisition of global broadcast rights for the 2025 Club World Cup in December, it was a bold move. DAZN's billion-dollar investment represented a significant gamble on the tournament's appeal and future Hispanic viewership in the US market. The FIFA Club World Cup, in its previous iterations, hasn't historically captured massive global attention.

Why DAZN Needs Sub-Licensing in the US: Exposure and Audience Reach

The 2025 FIFA Club World Cup will be exclusively available on DAZN globally, except in the US, where FIFA allowed sub-licensing to domestic television networks. The reason is simple: DAZN's limited visibility in the US market. If the streaming service remains the only option to watch these games, it risks failure due to low awareness among American sports fans. Therefore, making some matches available on television is crucial for broader exposure beyond just a streaming platform.

FIFA's Strategic Need for TelevisaUnivision: Reaching the Hispanic Soccer Fanbase

Simply put, FIFA needs DAZN to sublicense games to TV networks like Univision to significantly increase the competition's exposure. It will attempt to increase ticket sales in the process. FIFA hopes this partnership with traditional TV broadcasting will boost ticket sales, which reportedly aren't strong despite lowered prices. Relying solely on DAZN's platform to generate buzz and awareness for this summer's Club World Cup would be a significant challenge for FIFA. This news of the Univision partnership is therefore great for FIFA, as they can now count on TelevisaUnivision to start promoting the competition effectively before its June kick-off.

Why FIFA Needs TelevisaUnivision

FIFA relies on the DAZN-Univision deal to boost the tournament’s visibility in the US. sublicensing matches to TelevisaUnivision helps FIFA achieve key goals, including:

Increased Exposure: Broadcasting on Univision networks introduces the tournament to millions of Hispanic football fans.

Ticket Sales: Greater awareness could drive ticket purchases, especially amid rumors of sluggish sales and lowered prices.

Marketing Support: TelevisaUnivision’s news release highlights a joint promotional strategy with DAZN to maximize reach.

Without TelevisaUnivision, FIFA would struggle to generate buzz for the June 2025 event, especially if reliant solely on DAZN’s lesser-known platform.

Boosting Viewership and Ticket Sales: Univision's Role

DAZN and TelevisaUnivision will "cooperate closely on a promotional and marketing strategy that will maximise reach of the tournament to millions of football fans in the U.S." according to the TelevisaUnivision news release. This collaboration aims to maximize the tournament's reach to millions of football fans in the U.S., particularly within the Spanish-speaking community.

The English-Language TV Rights Question: A More Complex Landscape

As predicted in December 2024, a sub-license agreement with TelevisaUnivision and/or Telemundo for Spanish-language rights was logical, given DAZN's limited focus on the Spanish-language audience in the United States. Now, a key question is whether DAZN will also secure an agreement with an English-language television station. Which network, if any, will it be? The agreement with TelevisaUnivision for Spanish-language broadcasting makes perfect sense, but the English-language choice is significantly more complex.

Challenges in Attracting English-Speaking Viewers: Team Popularity and Competition

For Spanish-speaking viewers, teams like Inter Miami, Real Madrid, River Plate, Boca Juniors, and Monterrey are major draws. But appealing to English-speaking audiences is more complex because fan interest hinges on different club affiliations. While Manchester City and Chelsea are Premier League teams participating, their fanbase in the US might be less broad compared to other Premier League giants. The competition notably lacks teams like Manchester United, Liverpool, Arsenal, or Tottenham, which typically command significant English-speaking American viewership. Juventus, featuring Weston McKennie, might be the closest team to generate broader English-speaking interest beyond the Premier League contingent.

Key Highlights of the FIFA Club World Cup Media Deal

Broadcast Coverage: TelevisaUnivision will broadcast 18 out of 61 Club World Cup matches

Platforms: Matches will air on Univision, TUDN, and UniMas

Streaming: All 61 games exclusively available on DAZN globally

Targeting the Hispanic Market

The partnership with TelevisaUnivision is specifically designed to increase the tournament's visibility among Spanish-speaking audiences in the United States. Key attractions include teams like:

Inter Miami

Real Madrid

River Plate

Boca Juniors

Monterrey

The FIFA Club World Cup 2025: Primarily a Spanish-Language TV Event?

The FIFA Club World Cup 2025 appears tailored for Spanish-speaking viewers. Pitching it effectively to English-speaking audiences presents a tougher sell, particularly given the competition from events like the Concacaf Gold Cup, coinciding with the Club World Cup and featuring the US Men's National Team. Furthermore, the Premier League Summer Series, potentially featuring Manchester United and other top Premier League clubs across the United States, might further dilute English-speaking viewership interest in the Club World Cup.

Unless DAZN is prepared to sublicense the English-language rights for free or at a nominal cost, the TelevisaUnivision TV contract may be sufficient. Regardless of language preference, anyone in the US can access the games on Univision's networks. For dedicated fans or supporters of American clubs like Seattle and Inter Miami, DAZN remains the comprehensive streaming option. However, for an English-language broadcaster to invest heavily in an unproven competition carries significant financial risk.

Ultimately, the TelevisaUnivision TV deal appears to be a smart move, and potentially a necessary one, for FIFA and DAZN to ensure the 2025 Club World Cup gains traction in the crucial US market, particularly among Spanish-speaking soccer enthusiasts. While English-language TV rights remain uncertain, the focus on the Hispanic audience suggests where the immediate viewership potential lies for this expanded FIFA competition. Whether English-speaking fans will embrace the tournament remains to be seen, but for now, Univision's networks are poised to become a key destination for FIFA Club World Cup action this summer.