The rising costs of global football are starting to loom heavily over the Kingdom of Eswatini.
As the International Federation of Association Football (FIFA) anticipates record revenues of US$11 billion for the 2023–2026 cycle, smaller broadcasters are increasingly feeling the financial pinch in a market that favours those equipped with substantial resources.
Eswatini TV, the national broadcaster, has yet to finalise its plans for the FIFA World Cup 2026. In the past, the station relied on sub-licensing agreements to deliver international football to local audiences. This approach proved effective during the FIFA World Cup Qatar 2022, as Eswatini TV partnered with Eswatini Mobile and KFC Eswatini to provide live coverage across the country and set up popular fan parks.
However, the landscape for 2026 presents more challenges. New World TV, based in Togo, has acquired a substantial share of media rights for Sub-Saharan Africa. Although they will exclusively broadcast matches on a pay-TV basis across 19 territories, they are also responsible for sub-licensing 34 matches for free-to-air viewing across 43 territories, including Eswatini.
The key obstacle for Eswatini TV is the associated costs. Global trends reveal an escalating tension between FIFA’s ambitious revenue goals and local affordability. Reports indicate that deals in India ranged from E572 million to E1.6 billion merely to secure a broadcast partner—figures that are daunting for a smaller nation.
While larger networks such as SuperSport MultiChoice and SportyTV dominate pay-TV in markets like South Africa and Nigeria, and the South African Broadcasting Corporation (SABC) has already secured a free-to-air agreement through New World TV, Eswatini remains on the sidelines.
With the tournament expanding to feature 48 teams, the cost of accessing the ‘beautiful game’ has reached new heights. The upcoming weeks are critical for Eswatini TV as they strive to negotiate a deal that ensures local fans can enjoy the matches while audiences worldwide are captivated by the action.
The FIFA World Cup is scheduled to take place in North America starting June 11.
