By: Andrew Hockridge

Imagine if you couldn’t watch World Cup games. Seems unthinkable, doesn’t it?

The threat of a TV blackout for five European countries has left Women’s World Cup broadcasters “speechless.”

In a recent statement, FIFA’s president Gianni Infantino has issued a warning to broadcasters in Europe that a TV blackout of this summer’s Women’s World Cup could be enforced unless they improve their “unacceptable” offers for broadcasting rights for this summer’s showcase to be held in Australia and New Zealand.

Infantino’s warning comes after a disappointing response from European broadcasters for the rights to the Women’s World Cup, which has left FIFA dissatisfied. The organization has stated that the offers received were well below the expected level of investment required to promote and broadcast such a high-profile event.

Infantino has expressed his concern over the lack of interest from European broadcasters, stating that it is unacceptable for an event of this magnitude. In his remarks at a World Trade Organization meeting in Geneva this month, Infantino noted that the bids from the United Kingdom, Spain, Italy, Germany, and France were so low that they represented a “slap in the face” to both the players and to “all women worldwide.”

The Women’s World Cup kicks off on July 20, and with less than two months to go, FIFA is concerned that broadcasters in Europe have not shown enough commitment to promote and broadcast the event. The organization has stated that it wants to see a significant improvement in the offers before the tournament begins.

The warning has sent shockwaves through the broadcasting industry. Germany women’s national team head coach Martina Voss-Tecklenburg voiced her frustrations for the two parties saying, “I’m sorry, but I’m speechless, because I don’t understand why they can’t come to an agreement.”

Unless deals are reached in the next few weeks, viewers in the five European countries affected may be able to watch games via streaming. Voss-Tecklenburg argued, however, that this would still negatively impact the event’s success in Europe, as “it has to do with its significance. There is a need for visibility. It is about millions of fans. There are also older generations that would like to watch football.”

Rights packages in various other major markets were secured several years ago. The Women’s World Cup is a significant event for soccer fans worldwide, and Canadian viewers are expected to tune in to watch the matches.

TSN and CTV were the official broadcasters for the FIFA Women’s World Cup in France 2019, with coverage across their channels and online platforms. The tournament was a success, with over 20 million viewers tuning in to watch the games in Canada, making it the most-watched FIFA Women’s World Cup in Canadian history.

Looking ahead to the 2023 FIFA Women’s World Cup, which is scheduled to take place in Australia and New Zealand, there is expected to be an even greater interest in the tournament. With a growing global audience and increasing support for women’s soccer, it is estimated that the viewership for the 2023 event could surpass that of the 2019 tournament. TSN and CTV are expected to continue their coverage of the Women’s World Cup beyond 2023 and will be looking to build on the success of the previous tournament.

Infantino has emphasized that the Women’s World Cup is a significant event and that it deserves the same level of investment and attention as the men’s World Cup. The organization has made significant efforts to promote the tournament, and FIFA is committed to ensuring that it is a success.

With the tournament only a few weeks away, it remains to be seen whether European broadcasters will improve their offers in time. However, if a blackout is enforced, it would be a significant blow to the broadcasting industry and millions of viewers in Europe who are eagerly anticipating the tournament.

One possible explanation for the discrepancy between FIFA’s expectations and the actual sums offered by broadcasters could be the differences in time zones. Typically, most games will begin in the evening local time, which corresponds to the early morning in Europe, far outside of prime-time slots and during working hours for most people.

Voss-Tecklenburg remains hopeful that a TV deal can still be negotiated less than three months before the Women’s World Cup begins on July 20.

“I can only appeal for sanity, and for all parties involved to find a way.”