A culture-first approach helped Telemundo capture half of US World Cup viewers. The network’s strategy drove cross-platform gains and challenged English-language dominance.
Half of all US viewers who watched the 2026 FIFA World Cup chose Telemundo’s Spanish-language broadcasts over Fox’s English coverage. For a network whose core audience is just 20% of the US population, this wasn’t luck. It was the result of a long-term effort to change how soccer fandom is represented in American media.
A 2026 World Cup playoff match on FOX Television Network alone attracted 24.4 million viewers, highlighting the tournament's exceptional demand even outside the final.
Claudia Chagui, Telemundo’s EVP of marketing and creative, led a team that moved away from the usual language-first approach. Instead, they focused on authenticity and cultural connection, aiming not just at Spanish-dominant viewers but also at English-leaning Hispanics who wanted a real link to the sport. Their "protect and attract" strategy was about keeping loyal soccer fans while making sure bicultural audiences didn’t feel left out or default to English content.
This meant more than just advertising everywhere. Telemundo ran a coordinated campaign across TV, digital, and social media, making sure their message reached viewers wherever they spent time. TV still offered broad reach, but digital and social channels were where people discovered and talked about the games. By telling a consistent story across all platforms, Telemundo made itself hard to miss.
In early September 2026, NBCUniversal/Telemundo announced exclusive Spanish-language rights in the US for Serie A, Coppa Italia, and Supercoppa Italiana, reinforcing Telemundo's position as the Spanish-language home for major football events including the World Cup and Olympics.
Experiential marketing and creator partnerships were also key. After years of pandemic isolation, Telemundo brought fans together in person, organizing events that felt both large and personal. The network was careful in choosing creators, insisting on real alignment with the brand and the World Cup experience. This focus on authenticity paid off, as fans responded to campaigns that felt genuine rather than corporate.
Cross-promotion with Peacock gave Telemundo another way to grow. The network worked with its streaming partner to highlight upcoming shows during and after the World Cup, using the event’s huge audience to boost other properties. Every show connected to World Cup programming saw measurable gains, showing that a major event can lift an entire portfolio if cross-promotion is done well.
For media operators and content strategists, the lesson is clear: cultural credibility can’t be faked, and audience loyalty comes from consistently delivering on brand promises. Telemundo’s campaign wasn’t just about buying ads or chasing trends; it was about becoming part of viewers’ daily lives and emotional investment in the sport. The exhaustion Chagui described after the tournament was the cost of real engagement, not just overwork.
Telemundo’s World Cup strategy directly challenged networks that still treat multicultural audiences as an afterthought. The network’s commitment to long-term planning, careful messaging, and authentic partnerships delivered results that stood out. For anyone focused on audience growth or cross-platform revenue, the takeaway is simple: putting culture first isn’t just a slogan-it’s a real advantage.
Telemundo, owned by NBCUniversal, has steadily grown its US presence over the past decade. Its sports rights portfolio, including exclusive Spanish-language World Cup coverage, has been a major driver of that growth. In 2022, Telemundo reported double-digit increases in primetime ratings and digital engagement, with its partnership with Peacock helping reach younger, bilingual viewers. The 2026 World Cup was the network’s biggest cross-platform activation yet, solidifying its place as a leading force in US Hispanic media.
