LiveMode, the Brazilian sports marketing agency, has been renewed as the exclusive media rights sales agent of global soccer’s governing body FIFA, and specifically its top-tier men’s World Cup, in Brazil.

The contract agreed between the two parties covers the 2026 men’s FIFA World Cup, which will be held in a favorable time zone for Brazilian broadcasters – Mexico, the US, and Canada are the joint hosts.

This deal comes following LiveMode holding the same sales rights for the 2022 edition of the quadrennial tournament, which was held in Qatar – and therefore featured less attractive kickoff times for a Brazilian audience. The agency and FIFA last struck a sales deal in January 2023, through 2024.

The latter tie-up covers tournaments such as the Under-20 and Under-17 World Cups, the 2023 Beach Soccer World Cup, and the 2024 Futsal World Cup.

LiveMode will begin negotiations with interested 2026 World Cup rights-holders in the next week or so, it has been reported.

In 2022, World Cup action was covered in Brazil by broadcasting heavyweight Globo (both free-to-air and via pay-TV), as well as by FTA network Bandeirantes, and via the digital channels of the prominent streamer Casimiro (represented by LiveMode).

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Globo already holds a substantial package of World Cup 2026 rights, through a deal unveiled in November 2022 (just after that year's edition finished). That network will cover all of Brazil’s games, no matter how far the national team progresses in the tournament, and will cover matches both free-to-air and on pay-TV. It has, however, given up some exclusivity in terms of the matches it can cover.

Felipe Aquilino, head of rights at LiveMode, has now said: “We will talk to both open and closed channels and streaming platforms. We have flexibility in the packages that will be offered to the market.”

He added: “We will negotiate all 104 games, with practically half of them exclusive.”

The Brazilian national team was knocked out at the quarter-final stage of the 2022 men's FIFA World Cup, by Croatia.

In terms of other major tie-ups LiveMode has in place, it also has in the past struck deals with organizations such as the International Olympic Committee and European soccer’s governing body UEFA.