Saran wins FIFA Women’s World Cup 2027 rights agency role in 24 territories
FIFA has appointed Saran Media Group as its exclusive media-rights agency across 24 territories for the FIFA Women’s World Cup 2027 in Brazil, extending Europe’s coverage push for the tournament.
FIFA has appointed Saran Media Group as its exclusive media-rights agency across 24 European and Eurasian territories for the FIFA Women’s World Cup 2027 in Brazil.Saran will work with broadcasters market by market to place rights and maximise reach, adding a sales layer alongside FIFA’s direct deals already agreed in several major territories.FIFA chief football officer Jill Ellis said: “It is remarkable to see how the European broadcast market is embracing this historic edition of the FIFA Women’s World Cup by committing to the most comprehensive coverage in the tournament’s history.”Ellis said rights revenue in the region is “set to be reinvested to accelerate the global growth of the women’s game”, linking the commercial uplift directly to development spend.The appointment sits alongside a separate agreement with the European Broadcasting Union (EBU) covering 19 public-service broadcasters across 18 European territories, delivering live coverage of all matches and guaranteeing at least one live match per day.Brazil 2027 is scheduled to run from June 24 to July 25, 2027, and will be the first FIFA Women’s World Cup hosted in South America, as well as the second edition with 32 teams.FIFA has also awarded rights in Europe to BBC and ITV in the United Kingdom, M6 in France, and TV4 and SVT in Sweden, with negotiations continuing in a small number of remaining territories.Commercially, the split approach allows FIFA to combine direct contracting in priority markets with an agency-led model in smaller or more fragmented territories where packaging, localisation and distribution strategy can determine total value.Saran’s remit is also likely to include balancing free-to-air exposure with pay-TV and digital options depending on local market dynamics, with FIFA emphasising accessibility and reach as key objectives for the tournament.The move strengthens the inventory available to broadcasters and streaming services in a crowded summer 2027 calendar, while giving FIFA a clearer route to pan-regional distribution ahead of Brazil’s staging of the event.The Saran package covers 24 territories: Albania, Armenia, Azerbaijan, Bosnia and Herzegovina, Bulgaria, Croatia, Estonia, Georgia, Kazakhstan, Kosovo, Kyrgyz Republic, Latvia, Lithuania, Moldova, Montenegro, North Macedonia, the Republic of Ireland, Romania, Serbia, Slovenia, Tajikistan, Türkiye, Turkmenistan and Uzbekistan.