Princess Cruises has secured exclusive broadcast rights from IMG to show every one of the 104 matches of the FIFA World Cup 26™ on all 17 ships in its fleet. The partnership will allow guests to watch the tournament from June 11 to July 19, 2026 on Sport 24 Special Event Channels in staterooms and on select Lido Decks’ big‑screen displays.
The agreement covers the full slate of World Cup games, giving Princess Cruises a unique entertainment offering that spans the entire tournament. Guests will be able to follow every match live, whether they are sailing the Caribbean, cruising the Mediterranean, or navigating the Alaskan coast, with the same high‑definition experience available in private rooms and on public decks.
For IMG, a subsidiary of TKO Group Holdings, the deal expands its media‑rights portfolio into the cruise‑industry segment and creates a new, recurring revenue stream. The partnership aligns with IMG’s strategy of leveraging its global sports‑marketing expertise to reach new audiences and diversify its income sources. For Princess Cruises, the bundle adds a premium attraction that can differentiate its itineraries in a competitive leisure market.
"The FIFA World Cup is one of the most fan‑driven global events and our guests shouldn’t have to choose between exploring the world and watching the world’s best teams compete,” said Lorna Warren, Princess Cruises’ VP of Hotel Operations and Guest Experience. “By bringing live coverage to all 17 ships, we’re making sure fans can experience incredible destinations and cheer on every match.” Kate Garden, IMG’s Commercial Director, added, “The FIFA World Cup 26™ represents a truly global celebration of sport, and we’re pleased to support Princess Cruises in delivering an unforgettable viewing experience for fans on board.”
TKO Group Holdings has recently reported strong financial performance, with Q3 2025 revenue of $1.12 billion and an adjusted EBITDA of $360.2 million, a 32% margin. The company’s robust results and strategic investments in media rights have attracted positive attention from investors, who view the new cruise partnership as an additional lever for growth in the sports‑media segment.
The deal positions Princess Cruises to attract sports‑centric travelers and enhances IMG’s footprint in the hospitality sector, while reinforcing TKO Group Holdings’ strategy of expanding its media‑rights portfolio and generating new revenue streams. The partnership is expected to strengthen guest satisfaction, increase ancillary spend, and provide a competitive edge in the cruise market as the industry seeks differentiated experiences for travelers.
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