Football media companies are scrambling to capture World Cup audiences beyond traditional broadcasts as the tournament returns to North America. With FIFA expanding to 48 teams and 104 matches, digital-first players like Footballco, Men in Blazers and Goalhanger are betting that fan demand extends well past the 90 minutes of live action. FIFA projects $3.9bn in broadcast rights revenue for 2026.

Footballco, owner of Goal.com, has aggressively moved into YouTube video content featuring player lifestyles. Chief executive Juan Delgado notes fans want to know what players eat, wear and do off the pitch. The company targets $100mn in revenue this year, up from $75mn, with video expected to generate about $60mn through expanded sponsorship opportunities.

Men in Blazers has evolved from podcast to media network since its 2010 founding. Founder Roger Bennett argues YouTube has replaced television, with fans accessing content on demand. The company plans mobile studio tours across host cities and secured $15mn in funding from Avenue Sports Fund and investors including Ryan Reynolds and Rob McElhenney.

Goalhanger, co-founded by Gary Lineker, produces podcasts now migrating to video platforms like Netflix. Traditional sports sites face declining search traffic as AI answers basic queries, making original player access and video content premium assets. Footballco's House of Goal festival in Brooklyn will blend matches with gaming and live experiences.