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TVAD, the advertising sales unit of Vietnam Television (VTV), has set a price of about 100 billion VND for each paid-TV access point that wants to obtain rights to broadcast the FIFA World Cup 2026, roughly double the rate in 2022.
VietnamNet reported that the World Cup 2026 rights are equivalent to the FIFA World Cup 2022, at about 15 million USD (nearly 400 billion VND). The 2026 deal this year also involves participation from companies including Vingroup, Techcombank, and VPBank.
Domestically, TVAD has again quoted around 100 billion VND per paid-TV unit for rights access, which is double the 2022 rate.
World Cup 2026 will feature 48 teams and 104 matches, making it the largest tournament in scale to date. Most matches are scheduled between 2:00 and 11:00 a.m. Vietnam time.
Whether pay-TV networks participate in acquiring the rights will depend on the offered price and the networks’ ability to exploit the content commercially.
If pay-TV networks do not participate, VTV could become the nearly sole broadcaster of the World Cup 2026 in Vietnam, an unprecedented development.
From a viewer’s perspective, VTV’s free-to-air broadcast across multiple platforms—TV, the internet, and mobile—still provides access to the tournament.
Three European billionaires are reported to sponsor VTV to bring FIFA World Cup 2026 to Vietnam.
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