Georgia’s Public Broadcaster says it has lost the exclusive rights to broadcast the 2026 FIFA World Cup after failing to secure a FIFA tender, despite multiple increased bids.
The broadcaster says it first expressed interest in the rights in 2023 and entered a closed tender process organised through the European Broadcasting Union, which coordinated bidding on behalf of several countries, including Georgia.
First Channel says it participated as a full-service broadcaster covering TV, radio, and digital platforms, aiming to secure full coverage across all formats.
It states its initial bid was 61% higher than the cost of the 2022 World Cup rights, while a second bid increased the offer by a further 20%, effectively doubling the price for the 2026 tournament.
Despite this, FIFA awarded the rights to a private broadcasting platform, which secured the license across several countries in the region, including Georgia.
First Channel says it has since been negotiating with the rights holder for a sublicensing agreement for free-to-air broadcasting in Georgia. The talks are ongoing.
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