FIFA wrapped up the most popular World Cup ever on Sunday and is already targeting media rights for the 2030 and 2034 tournaments. Fox and Telemundo scored a ratings and revenue bonanza this summer with English- and Spanish-language U.S. rights for the 2026 men's and 2023 women's World Cups.

But FIFA faces headwinds: the next two World Cups will be held in Europe and the Middle East, producing far less favorable game times for U.S. audiences. Potential bidders also have tens of billions of dollars already committed to other sports rights.

U.S. rights for the 2030 and 2034 tournaments could fetch up to $4 billion total, some executives say. Fox paid roughly $485 million and Telemundo $600 million for the current package. Others tracking sports-rights deals counter that such a price tag is wishful thinking, even double the likely cost.

The final price will show whether Americans' growing love of soccer can overcome the market realities of the sports-rights landscape.