GENEVA: Netflix has secured the US broadcasting rights to the Women’s World Cup in 2027 and 2031 as the streaming giant continues its push into live sports.

The deal announced Friday is the most significant FIFA has signed with a streaming service for a major tournament. The value was not given, though international competitions in women’s soccer have struggled to draw high-value offers.

“Bringing this iconic tournament to Netflix isn’t just about streaming matches,” its chief content officer Bela Bajaria said in a statement. “It’s also about celebrating the players, the culture and the passion driving the global rise of women’s sport.”

Netflix dipped into live sports last month with more than 60 million households watching a heavily hyped boxing match between retired heavyweight legend Mike Tyson and social media personality Jake Paul. Some viewers reported streaming problems, however.

Netflix also will broadcast two NFL games on Christmas Day: the Kansas City Chiefs at the Pittsburgh Steelers and Baltimore Ravens at the Houston Texans. That’s part of a three-year deal announced in May.

World Cups are typically broadcast on free-to-air public networks to reach the biggest audiences, and the last women’s edition in 2023 earned FIFA less than 10 percent of the men’s 2022 World Cup.

FIFA President Gianni Infantino had publicly criticized public broadcasters, especially in Europe, for undervaluing offers to broadcast the 2023 tournament that was played in Australia and New Zealand. That tournament was broadcast by Fox in the US

“This agreement sends a strong message about the real value of the FIFA Women’s World Cup and the global women’s game,” Infantino said.

The World Cup rights mark another major step in Netflix’s push into live programming. It’s recipe that Netflix has cooked up to help sell more advertising, a top priority for the company since it introduced a low-priced version of its streaming service that includes commercials two years ago. The ad-supported version is now the fastest growing part of Netflix’s service, although most of its 283 million worldwide subscribers still pay for higher-priced options without commercial.

But Netflix is still trying to sell more ads to boost its revenue, which is expected to be about $30 billion. Netflix executives have predicted it might take two or three years before its ad sales become a major part of its revenue.

Netflix expects to spend about $17 billion on programming this year — a budget that the Los Gatos, California, company once funneled almost entirely into scripted TV series and movies. But Netflix is now allocating a significant chunk of that money to sports and live events, a shift that has made it a formidable competitor to traditional media bidding for the same rights.

FIFA will likely use the Netflix deal to drive talks with European broadcasters that likely will be hardball negotiations.

Soccer finance expert Kieran Maguire, a co-host of The Price of Football podcast, suggested the deal was “a bit of a gamble” for FIFA and “saber-rattling” by Infantino.

“(Netflix) get experience of football broadcasting, FIFA can say, ‘we are now partnering with a blue chip organization, so watch out you nasty Europeans,’” Maguire, an academic at the University of Liverpool, said in a telephone interview.

FIFA and Infantino also want to raise the price of broadcast deals to help fund increased prize money and close the gender pay gap on the men’s World Cup.

At the men’s 2022 World Cup in Qatar, the 32 team federations shared $440 million in prize money. For the women’s 2023 tournament, FIFA had a $152 million total fund for prize money, contributions to teams’ preparation costs and payments to players’ clubs.

In FIFA’s financial accounts for 2023, the soccer body reported total broadcasting revenue of $244 million. In the year of the men’s 2022 World Cup it was almost $2.9 billion.

The next Women’s World Cup will be a 32-team, 64-game tournament in 2027, played in Brazil from June 24-July 25. The US originally bid jointly with Mexico.

The 2031 host has not been decided, though the US likely will bid for a tournament which FIFA is expected to try to expand to 48 teams. That would match the size of the 104-game format of the men’s World Cup that debuts in 2026 in the US, Canada and Mexico.

Spain won the 2023 Women’s World Cup after the US won the two previous titles — in France in 2019 and Canada in 2015.

More than 25 million viewers in the US watched the 2015 World Cup final, a 5-2 win over Japan, played in Vancouver, Canada, in a time zone similarly favorable to Brazil.

FIFA tried to sign Apple+ to an exclusive global deal to broadcast the inaugural 32-team Club World Cup which is being played in 11 US cities next June and July.

Broadcast networks showed little interest in the FIFA club event that will now be broadcast for free on streaming service DAZN, which is building closer business ties to Saudi Arabia.

Ahead of the next Women’s World Cup, Netflix will “produce exclusive documentary series in the lead-up to both tournaments, spotlighting the world’s top players, their journeys and the global growth of women’s football,” FIFA said.

DUBAI: Arabian Gulf Cups have become a source of acute anguish for UAE head coaches.

Past glories, stellar reputations or World Cup qualifying progress have been no shield to their ruinous effects.

Shock defeat to Oman in the 23rd event’s showpiece in 2018 provided an unfulfilling start to Alberto Zaccheroni’s reign. Beaten World Cup 2010 finalist Bert van Marwijk was dismissed in the wake of Group A elimination by Qatar in 2019 and Rodolfo Arruabarrena was wounded through 2023’s Group B exit in bottom spot, despite being one of few big hitters to send a full-strength squad.

Such pitfalls awaited current incumbent Paulo Bento on Thursday upon arrival in Kuwait alongside his intriguing, and much-debated, selection for this winter’s 26th running.

The Portuguese’s tenure experienced an uplifting turnaround in November with emphatic World Cup 2026 qualifying victories against Kyrgyzstan and familiar-foes Qatar — whom they open against in Group A on Saturday at Sulaibikhat Stadium.

Arabian Gulf Cup glory is always vital for an ambitious nation keen to add to victories in 2007 and 2013. The true target, however, must be to maintain momentum ahead of March’s resumption of the greater quest to make North America’s grand event.

“In my opinion, we should separate both things,” Bento pragmatically responded on Abu Dhabi Sports when quizzed about the relationship between these twin aims. “This is a competition (Arabian Gulf Cup) that has its own schedule.

“I would say it is a specific competition. But, it cannot have any kind of influence on what we are going to do in March (World Cup 2026 qualifying’s resumption).”

The ex-Portugal and South Korea tactician will soon discover whether this demarcation is plausible, or fanciful.

Eyebrows were raised by a roster that failed to contain Al-Wasl golden boy Ali Saleh and Al-Ain’s AFC Champions League winning center-back Khalid Al-Hashemi. Renewed zest fueled by record goal scorer Ali Mabkhout’s bountiful summer switch to Al-Nasr has not sparked a recall, despite a glaring lack of center forward options.

Surprise also followed a debut call-up for unheralded naturalized midfielder Solomon Sosu, who has played one minute in ADNOC Pro League this term for Al-Ain. Full-back Faris Khalil has not even entered the top-flight fray this season for fallen holders Wasl, yet is in Kuwait.

Bento has made these decisive calls from a position of strength that seemed impossible after a deflating October, which contained one point from two third-round qualifiers.

He also now has rapid Al-Wahda center-back Lucas Pimenta available for selection. The impressive Brazil-born defender could form one of the continent’s great pairings with dominant Al-Ain defender Kouame Auton as the Whites’ naturalization drive shows no signs of abating.

Bento might want to “separate” Arabian Gulf Cup and World Cup targets, but there will be lessons to learn in Kuwait.

A testing Group A contains a Qatar that have picked a full-strength squad for this event under new boss Luis Garcia, contrary to 2023’s experimental selection. The likes of record 2019 Asian Cup top scorer Almoez Ali and double AFC Player of the Year recipient Akram Afif will, surely, be determined to avenge last month’s consequential 5-0 humbling in Abu Dhabi.

Hosts Kuwait have an entire nation behind them, while their fellow World Cup 2026 third-round competitors Oman are much improved under Rashid Jaber’s stewardship.

“It’s going to be tough, due to many aspects,” said Bento. “They (Group A opponents) have their own goals, as well.

“The first game is going to be difficult (against Qatar) and tough for sure. It will not be easy to win again, after winning two times (in World Cup 2026 qualifying).

“For now, we should think about the first game. Then, step by step, analyze and recover the players, checking the best options for the next games.”

Break out of a demanding Group A, and a collision course could be set for Iraq and Saudi Arabia.

The former come into this competition as reigning champions, plus red-hot favorites to make World Cup 2026. Scheduling for this tournament has been kind, meaning many of their foreign-based stars are available for selection because of winter breaks.

Rare uncertainty surrounds a Saudi Arabia that claimed only one point last month from the returning Herve Renard’s opening pair of World Cup 2026 qualifiers. The Frenchman will be without Roma right-back Saud Abdulhamid, plus Beerschot loanees Faisal Al-Ghamdi and Marwan Al-Sahafi.

Fitness doubts also continue to swirl around Al-Hilal talisman Salem Al-Dawsari.

The challenge will be stiff in this hotly contested regional tournament. However, ample reasons for UAE optimism exist.

A strong run in Kuwait can only bolster belief within Bento’s squad, no matter his understandable attempts to calm expectations — and worrying implications if the reverse occurs.

The Whites sit a tantalizing third in Group A of World Cup 2026 qualifying’s third round, just three points behind second-placed Uzbekistan. This is well within striking distance of automatic entry bequeathed by a top-two finish, with four games remaining.

Contrasting tests await in March at perennial qualifiers Iran and bottom-placed North Korea. Bento’s men must come through those examinations in good health, if dreams of a second-ever World Cup spot are to become real.

The competitive Portuguese will embrace any triumph at 26th Arabian Gulf Cup, as will the country. Mahdi Ali and Bruno Metsu are rightly lionized for this century’s cherished regional wins with the UAE.

Bento is, however, fully aware that his tenure will only truly be judged a success by attaining global aspirations. It is the exclusive club of World Cup qualifiers populated by Mario Zagallo alone that he must enter.