FIFA World Cup blackout fears fade, but broadcast rights in MY shift hands

Malaysia’s broadcast landscape for the FIFA World Cup is set for a shake-up, with Radio Televisyen Malaysia (RTM) and Unifi TV officially named the country’s broadcasters for the FIFA World Cup 2026, ending Astro’s two-decade run as the tournament’s primary rights holder in Malaysia.

This announcement also eases earlier concerns within the marketing and media industry that Malaysia could face a World Cup blackout after local broadcasters reportedly failed to secure the tournament’s broadcast rights.

The announcement was made by communications minister Fahmi Fadzil, who said the MADANI government had opted for a public-private partnership model to ensure the tournament remains widely accessible to Malaysians.

“The MADANI Government is committed to ensuring that all Malaysians can enjoy the FIFA World Cup 2026 in an inclusive, legal, and comprehensive manner,” Fahmi said in a statement.

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Under the arrangement, all 104 matches from the expanded tournament will be broadcast live on Unifi TV, while RTM will air a majority of the matches either live or on delayed telecast. Coverage will also be available via MYTV and OTT platforms including RTMKlik and Unifi TV.

Fahmi added that the tournament presentation would be anchored from Angkasapuri Kota Media, primarily in Bahasa Melayu with selected English-language segments, while public viewing parties will also be organised at selected locations nationwide.

The tournament, which will be jointly hosted by the United States, Mexico and Canada, kicks off on 11 June 2026 in Mexico City, with the final scheduled for 19 July 2026 in New Jersey.

Meanwhile, Astro acknowledged the changing economics behind premium sports broadcasting rights, citing inflation, rising licensing costs and widespread piracy as key challenges affecting the value of such investments.

“We have been honoured to broadcast the FIFA World Cup for the last two decades and are deeply grateful for the support that has made Astro the home of the World Cup throughout this journey,” the company said in a statement.

The broadcaster added that piracy had heavily impacted the commercial viability of recent tournaments, particularly during the 2018 and 2022 editions, alongside limited lead time for sponsorship and marketing campaigns.

While its bid for the rights was unsuccessful, Astro said it is currently in discussions with rights holders to potentially carry World Cup matches across its platforms including Astro, NJOI and Sooka, which could further extend reach to Malaysian audiences.

Despite losing the World Cup rights, Astro reaffirmed its commitment to sports content, highlighting its continued coverage of properties such as the Premier League, UEFA Champions League, Formula 1 and major badminton tournaments, alongside investments in local sports development and grassroots initiatives.

Brands across Malaysia had already been buzzing with anticipation ahead of the upcoming FIFA World Cup 2026, as excitement built around what is set to be one of the most closely watched global sporting events.

Earlier in January, Coca-Cola brought the FIFA World Cup Trophy Tour to Malaysia, while celebrating 90 years of Coca-Cola’s presence in Malaysia. For Coca-Cola Malaysia, the convergence of these moments created the opportunity to went beyond a standard brand appearance and build a full-scale celebration of football, culture and community.

Held at Sunway Pyramid, the Malaysian stop was positioned as an “ultimate football experience”, supported by weeks of build-up across social, music and live activations. From a drone show lighting up the skyline to the dramatic arrival of the trophy on a Coca-Cola-red aircraft, the brand set out to make the event feel as iconic as the prize itself.

According to a recent study by YouGov, more than four in 10 adults globally are expected to follow the FIFA World Cup 2026. Some 80% of those fans say they view tournament sponsors more positively, according to new research from YouGov, underlining the commercial power of sport’s biggest stage.

Brand associations with the FIFA World Cup have a clear upside for marketers, boosting purchase intent, trust and perceived relevance. In some markets, more than 80% of likely FIFA World Cup 2026 followers say they view tournament sponsors more favourably.

Be part of #Content360 Malaysia, 13 May 2026, where creativity and community collide. Explore how AI-powered imagination, culturally resonant storytelling, and platform-savvy strategies are shaping the future of content. Gain practical insights, discover new tactics, and learn how the region’s top creators and brands are crafting campaigns that truly resonate.

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