The European Broadcasting Union (EBU) has secured a comprehensive rights agreement with FIFA to ensure the 2027 Women’s World Cup remains accessible to millions of viewers across Europe. The deal, negotiated on behalf of 19 public-service broadcasters, guarantees that the tournament will be available on free-to-air television in several key markets, preventing the event from being locked behind expensive subscription paywalls.
This latest move reinforces a long-standing strategy by the EBU to prioritize the visibility of women’s sports. By securing these rights, the association ensures that fans in nations with deep soccer traditions—including the reigning world champions, Spain—will have consistent access to the tournament as it moves to a latest hemisphere.
The 2027 tournament marks a historic milestone for the sport, as it will be hosted by Brazil from June 24 to July 27. This represents the first time South America will host the Women’s World Cup, bringing the global game to a region renowned for its passion for the sport but which has yet to host the women’s pinnacle event.
Expanding Access Across the European Continent
The scope of the agreement is designed to maximize reach across a diverse range of European territories. Under the terms of the deal, EBU member channels in the following markets will provide free-to-air coverage: Belgium, Czechia, Denmark, Finland, Hungary, Iceland, Malta, Norway, Poland, Slovakia, Spain, Sweden and Ukraine, as well as the Netherlands.
To ensure a baseline of consistent visibility, the agreement mandates that at least one match per day will be broadcast on member channels across these territories. Beyond live matches, the EBU will utilize the Eurovision News platform to distribute highlights, allowing for a broader dissemination of the tournament’s key moments to audiences who may have missed the live action.
Stefan-Eric Wildemann, EBU Sport’s head of soccer, basketball, and digital acquisitions, emphasized that the goal is to build the event “widely and easily accessible to fans across Europe.” He noted that a strong focus on women’s sport underpins the organization’s mission, stating, “by putting visibility first, we are proud not only to continue our long-standing commitment, but to maintain evolving our approach in growing audiences, strengthening storytelling, and building long-term value for women’s competitions as a central part of the sports landscape.”
A Proven Partnership for Global Growth
This is not a new relationship between the EBU and the governing body of world soccer. The EBU has consistently partnered with FIFA for the Women’s World Cup since 2015, providing a stable broadcasting foundation for the 2019 tournament in France and the 2023 edition hosted jointly by Australia and New Zealand.
The association’s influence extends to the men’s game as well. The EBU currently holds rights for the 2026 and 2030 Men’s World Cups in various European markets, positioning the organization as a central pillar in the distribution of the world’s most-watched sporting events.
The commitment to “free-to-air” access is particularly significant in the current media landscape, where premium sports rights are increasingly migrating to streaming services and cable packages. By maintaining a public-service approach, the EBU ensures that the growth of women’s soccer is not hindered by financial barriers to entry for the average viewer.
Broader Sporting Initiatives
The EBU’s recent activity suggests a wider push toward diversifying its sports portfolio and increasing the availability of non-traditional broadcasts. In late March, the organization expanded its partnership with Aquatics GB, increasing the volume of free-to-air swimming, diving, and open water swimming events available in the UK via the Eurovision Sport streaming service.
On a global scale, the trend of expanding Women’s World Cup accessibility is continuing. In early February, a separate rights deal was unveiled in Singapore with the state broadcaster Mediacorp, signaling a coordinated effort to grow the tournament’s footprint in Asia and Europe simultaneously.
Timeline and Next Steps for Fans
While the tournament in Brazil is still some time away, the road to 2027 is already underway. The European qualifying campaign is currently active, with matches scheduled to run through December. These qualifiers will determine which nations join the global elite in South America.
| Phase | Timeline | Key Detail |
|---|---|---|
| European Qualifiers | Present – December | Determining European representatives |
| Tournament Start | June 24, 2027 | Opening matches in Brazil |
| Tournament Conclusion | July 27, 2027 | Final match to crown the champion |
For fans, the immediate focus remains on the qualifying rounds. The success of these qualifiers will dictate the level of interest and viewership in the EBU territories, particularly in powerhouse nations like Spain, who will be looking to defend their title on Brazilian soil.
The next confirmed checkpoint for the tournament will be the conclusion of the European qualifying phase in December, which will finalize the list of teams competing for the trophy in 2027.
Do you think free-to-air broadcasting is essential for the growth of women’s sports? Share your thoughts in the comments below.
