The television coverage for the upcoming 2026 Football World Cup, which will take place in Canada, the United States, and Mexico from June 11 to July 19, is starting to take shape. Rai, the state broadcaster in Italy, has secured the rights to air 35 matches, including the opening match, one match for each day of the tournament, both semifinals, and the final. This is a reduction from the last World Cup in Qatar in 2022, where Rai broadcasted all 64 matches. Meanwhile, Dazn appears to be on the verge of locking in a deal to acquire the rights to all 104 matches, marking a significant step for the streaming service as it covers the entirety of the event for the first time.

As fans await the outcome of Italy's national football team's qualification for the World Cup—a situation that could boost viewership for Rai—the network is preparing its programming lineup. The selection of matches suggests that Rai is particularly interested in showcasing key moments of the tournament, especially if Italy qualifies. However, with a diminished number of matches compared to the previous World Cup, there are questions about how this will affect the network's viewer engagement and advertising revenues.

On the other hand, Dazn's strategy indicates a strong commitment to becoming a major player in sports broadcasting. Acquiring the rights to all matches would not only enhance Dazn's portfolio but also improve its visibility in the competitive streaming market. As both broadcasters gear up for the global event, their contrasting strategies will likely shape how audiences engage with the World Cup.