Global stakeholders are finalizing broadcasting arrangements and promotional strategies for the 2026 FIFA World Cup, which will be hosted by the United States, Canada, and Mexico.

全球利益相關者正於最後階段敲定2026年FIFA世界盃的轉播安排與宣傳策略，該賽事將由美國、加拿大及墨西哥共同主辦。

The 2026 tournament represents a significant expansion in scale, featuring 48 teams and 104 matches. In the United States, Fox Corporation has implemented a multi-pronged engagement strategy. This includes a partnership with Delta Sync to provide in-flight streaming via the FOX One platform and the creation of a promotional role titled 'Chief World Cup Watcher.' This temporary position, facilitated through Indeed, offers $50,000 to a selected individual to view all matches from a designated facility in Times Square while generating social media content. The recruitment process requires candidates to submit profiles by May 17, with the appointment to be announced during a New York Yankees and Boston Red Sox broadcast.

2026年的賽事規模顯著擴張，將由48支球隊參與並共計104場比賽。在美國，福斯公司（Fox Corporation）採取了多管齊下的參與策略。這包括與 Delta Sync 合作，透過 FOX One 平台提供機上串流播放，並創設了一個名為「世界盃首席觀賽員」的宣傳職位。這個透過 Indeed 促成的臨時職位，將提供5萬美元給一名獲選者，讓其在時報廣場的指定設施中觀看所有比賽，同時創作社群媒體內容。招募過程要求候選人在5月17日前提交資料，而任命結果將在紐約洋基隊與波士頓紅襪隊的轉播中公布。

In the Asian market, the acquisition of broadcasting rights has encountered complexities due to the temporal misalignment between North American match schedules and local time zones. In Thailand, Prime Minister Anutin Charnvirakul has guaranteed public access to the event, following a 2022 precedent where disputes over exclusive licensing led to significant viewership disruptions. The National Broadcasting and Telecommunications Commission (NBTC) previously removed the tournament from its 'must-have' list, citing prohibitive costs and the absence of a national team.

在亞洲市場，由於北美賽程與當地時區不一致，收購轉播權面臨複雜局面。在泰國，總理 Anutin Charnvirakul 保證公眾能觀看賽事，這是鑑於2022年曾發生獨家授權爭議，導致觀賽權受到嚴重干擾。泰國國家廣播電信委員會（NBTC）此前將該賽事從「必備」名單中移除，理由是成本過高且缺乏國家隊參賽。

Conversely, the Malaysian government has allocated RM24 million to secure rights, designating Radio Televisyen Malaysia (RTM) and Unifi TV as the primary broadcasters. This state-led intervention follows the failure of the long-term rights holder, Astro, to secure a contract with FIFA. Astro attributed this outcome to escalating costs, piracy, and diminished commercial viability resulting from the tournament's scheduling. While FIFA has confirmed agreements in over 175 countries, negotiations in several remaining markets continue under confidentiality protocols.

相反地，馬來西亞政府撥款2,400萬令吉以確保權利，並指定馬來西亞廣播公司（RTM）與 Unifi TV 為主要轉播商。此次政府干預是因為長期權利持有者 Astro 未能與 FIFA 簽署合約。Astro 將此結果歸因於成本攀升、盜播以及賽程導致的商業可行性降低。儘管 FIFA 已確認與175個以上的國家達成協議，但其餘幾個市場的談判仍於保密協議下進行。

The 2026 World Cup is characterized by expanded competition formats and diverse regional approaches to broadcasting and commercialization.

2026年世界盃的特點在於擴張的競賽形式，以及各區域在轉播與商業化方面採取的多元化方法。