The 2026 World Cup will be staged across 16 cities in the United States, Mexico and Canada, marking the first time the tournament spans three nations. Beyond the logistical feat, the event symbolizes a bilingual North American culture where soccer has become a shared language for millions of fans.
The 1970 breakthrough
Mexico’s role began in 1970 when it became the first country to broadcast a World Cup live in full colour via satellite. That milestone was made possible by the vision of Emilio Azcárraga Milmo, the founder of Televisa, who secured official Mexican backing for the transmission.
From niche to mainstream
Televisa and its sister network Univision started airing the tournament in Spanish, reaching a growing Spanish‑speaking audience in the United States. Their commitment to preserving the rhythm of the game — commercials only at halftime — set them apart from English‑language broadcasters that inserted frequent breaks.
Economic expansion
The commercial potential grew quickly; by 1982 SIN, the precursor to Univision, had doubled its annual advertising sales to over $40 million. FIFA’s decision to expand the tournament from 16 to 24 teams in 1982 further broadened its appeal, and the sport’s visibility spurred investment from major U.S. networks.
Record‑breaking rights
In preparation for 2026, Fox secured English‑language rights for approximately $425 million, while Telemundo obtained Spanish‑language rights for about $600 million. These figures illustrate how the competition has evolved into the most lucrative sports property in history, with television and streaming rights valued in the hundreds of millions of dollars.
The cultural imprint of Spanish‑language broadcasts has endured, shaping how soccer is consumed in the United States and reinforcing the long‑standing influence of Spanish‑speaking America on the global stage.