With just over 100 days until the opening kickoff, Telemundo is gearing up for comprehensive coverage of the 2026 World Cup, aiming to capture the passion of Spanish-speaking soccer fans across the United States, Mexico, and Canada. The network, the exclusive Spanish-language home of the tournament in the U.S., is rolling out an ambitious multi-platform strategy encompassing over 700 hours of programming, live broadcasts of all 104 matches, and a new marketing campaign designed to foster a sense of community around the event. This extensive plan reflects a significant investment in soccer coverage and a commitment to reaching a dedicated audience.
The scale of Telemundo’s coverage is noteworthy. Beyond live game broadcasts, the network intends to deliver daily studio shows, extensive digital content, and streaming access via Peacock and the Telemundo app. Joaquin Duro, evp of sports and head of streaming at Telemundo, told ADWEEK that the network has been preparing for over two years to provide live programming from 8 a.m. To 1 a.m. Daily, blending match coverage with analysis and related content. This commitment to a full-day schedule underscores Telemundo’s ambition to become the central hub for Spanish-language World Cup fans.
A Campaign Focused on Connection
Central to Telemundo’s outreach is its new marketing campaign, “Y Tú, ¿Con Quién Lo Vas a Ver?” (“Who Will You Watch It With?”). This campaign, launched alongside the official World Cup song “Somos Más,” represents a shift in focus from broader audience appeal—as seen in their recent Super Bowl spot featuring Sofia Vergara and Owen Wilson—to a more targeted approach aimed at its core Spanish-speaking viewership. The 60-second ad accompanying the campaign depicts a man going to great lengths to connect with a friend, emphasizing the communal aspect of watching the World Cup.
Duro explained the intent behind the campaign, stating, “Hopefully, we can unite all of us…Regardless of nationality or the color of your skin, we can suppose of, who are you going to watch it with? Who are you going to enjoy this with? Because nobody enjoys the World Cup alone.” This message speaks to the cultural significance of the World Cup as a shared experience, particularly within the Hispanic community.
Programming Across Platforms
Telemundo’s programming strategy extends far beyond traditional television broadcasts. The network will feature several dedicated shows, including “Hoy en el Mundial,” a daily kickoff show previewing the day’s action; “Vive el Mundial,” connecting viewers with on-site talent; and “Pasión Mundial,” designed to bridge the gap between different segments of the day’s schedule.
To further expand its reach, Telemundo is leveraging its FAST (Free Ad-Supported Streaming Television) channel, Telemundo Deportes Ahora, offering programming across a wide range of platforms including Peacock, Xumo, Roku, Prime Video, TCL, Google TV, and Comcast. This multi-platform approach aims to capture viewers wherever they consume content.
The network is also heavily investing in social media, with plans for ambitious programming on TikTok, YouTube, and X. “El Mundial After Dark” will provide nightly recaps, while “The World Cup Match Watch Party” will offer live companion streams featuring influencers and guests. Duro emphasized the strategy of starting with broader programming and becoming more soccer-specific as the tournament progresses, aiming to appeal to both dedicated fans and casual viewers. “We talk to everyone,” Duro said. “This is co-viewing for family…Many people are casual fans, so we need to cover everybody.”
Advertiser Interest and a Fan-First Approach
The extensive coverage and targeted marketing have already attracted significant advertiser interest. Telemundo announced in December that its World Cup ad inventory was nearly sold out, with nearly 60 brand partners representing industries such as alcohol, auto, finance, QSR, retail, and telecom. Adweek reported on the strong demand for advertising space.
Duro noted that sponsors will be integrated into broadcasts through banners, squeezeback ads, and “hydration breaks”—opportunities for commercial interruptions. Yet, he stressed that prioritizing the viewer experience remains paramount. “We’re always thinking about the fan and always thinking about that moment where they put a mic on top of the coach talking to somebody in a semifinal,” Duro said. “That content is very valuable, so we don’t want to miss it.”
As the World Cup approaches, Telemundo is positioning itself as the definitive destination for Spanish-language soccer fans in the U.S. The network’s comprehensive coverage plan, coupled with its targeted marketing campaign, aims to create a vibrant and inclusive viewing experience. The next key date for advertisers and fans alike will be the finalization of the broadcast schedule and the rollout of the social media programming in the weeks leading up to the tournament’s kickoff in June.
What are your thoughts on Telemundo’s World Cup coverage plans? Share your comments below and let us know how you’ll be watching the tournament.
