The auction to bring the 2018 World Cup on social networks has started

In the last years, the market for football broadcasting rights has been followed with great attention, both for the higher and higher figures invested in them, and the interest of the supporters for the offer of the pay tv to follow their favorite team. In the last month though, many people also started to talk about the right for the broadcasting on social networks. Just a few days ago, we’ve talked about the news that some Champions League games will be broadcasted on Facebook in the US.

And always from the States comes the news, reported by Bloomberg, that some of the biggest social platforms - Facebook, Twitter, and Snapchat - are desperately trying to bring 2018 Russia World Cup’s highlights on their platform. The television rights, in fact, have been acquired by 21st Century Fox (aka, Fox Sports), which seems likely to have paid more than 400 million to broadcast several editions of the World Cup in America. Also because the last final between Germany and Argentina has been seen by more that 25 million Americans, becoming the most followed football game ever in the US.

The three social networks so are desperately trying to bring the Soviet World Cup’s highlights on their platform, with Facebook which aims strongly to replicate the deal already done for the Champion League games. On the other side, it’s not clear what Fox is going to do, as it may even opt for a separated division of the web package among the various social networks, with Amazon and YouTube that also seems interested. What’s sure, we’re facing another epochal change of television football, which seems closer and closer to become watchable everywhere, also on social networks.