South Korean public broadcaster KBS has agreed a deal with pay-TV network JTBC to jointly show the upcoming 2026 FIFA World Cup and provide a wider audience for the major national team soccer tournament.
In 2024, JTBC secured exclusive broadcasting rights for the 2026 and 2030 editions of the World Cup and planned to reach a sub-licensing agreement to offer free-to-air (FTA) coverage.
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Before that, Korea’s three major national FTA broadcasters KBS, MBC, and SBS had long operated under a joint negotiation framework known as the “Korea Pool,” through which they had collectively purchased broadcasting rights for major sporting events such as the World Cup.
KBS and JTBC are reported to have finalized the deal at around 14 billion won ($9.5 million).
In a statement, JTBC confirmed. “Following negotiations to resell broadcasting rights to terrestrial networks, we have reached an agreement with KBS.”
JTBC added that it has made final offers to MBC and SBS, under the same terms agreed with KBS, and will continue negotiations with them. The number of broadcasters airing the World Cup could increase depending on the outcome of those talks.
Regarding the agreement, KBS stated that it accepted JTBC’s final offer for the World Cup to fulfill its “responsibility” as a public broadcaster, “despite expecting significant losses.”
KBS added that it will continue detailed technical negotiations with JTBC in preparation for the World Cup, which is just over a month away.
The tournament will take place between June 11 and July 19, hosted jointly by Mexico, the US, and Canada, and is the first to feature 48 sides.
Perennial World Cup participants South Korea will begin their campaign on June 11 against the Czech Republic. The Asian nation will also face co-hosts Mexico and South Africa in Group A.
In terms of recent World Cup rights deals, state-owned broadcaster Vietnam Television announced an agreement earlier this month, while pay-TV operator SportyTV will show the tournament in South Africa.
In late March, meanwhile, a deal was struck in Estonia with free-to-air broadcasters ERR and TV3, while other deals in the last few months have seen global OTT platform DAZN and public broadcaster Rai secure rights in Italy, Now TV in Hong Kong, and Aleph in the Philippines.
