FIFA’s president threatened not to televise the 2023 Women's World Cup in top European countries if broadcasters don't increase their bids. He also conceded FIFA's role in the standoff by giving away the rights for years: 'It’s our fault as well.'
For much of the 32-year existence of the Women’s World Cup, FIFA distributed the broadcast rights to the event like a “buy one, get one free” promotion: If broadcasters bought the rights for the men’s World Cup, they also got the rights to the Women’s World Cup.
After the 2019 Women’s World Cup drew more than 1 billion global viewers, FIFA began a years-long transition to charging broadcasters a separate fee for the women’s tournament, in line with the event’s audiences.
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