SportyTV Secures 2026 FIFA World Cup Pay-TV Rights in South Africa, Challenging SuperSport’s Dominance
SportyTV, the African-focused streaming platform, has announced a landmark deal to broadcast all 104 matches of the 2026 FIFA World Cup in South Africa. The company confirmed on Monday that the rights were acquired directly from FIFA, positioning SportyTV as a serious contender in the country’s competitive sports broadcasting landscape.
The move is particularly significant because MultiChoice Group’s SuperSport has long dominated FIFA World Cup pay-TV rights in South Africa. SportyTV’s entry into this space signals a major shift in who controls premium football content in the region — and what viewers can expect in terms of access and pricing.
Fans will be able to watch the tournament through SportyTV’s over-the-top (OTT) platform, its mobile applications on both iOS and Android, as well as connected TV ecosystems. The company also plans to produce dedicated pre- and post-match studio coverage from Cape Town and Madrid, while deploying broadcast crews to the US, Canada, and Mexico to closely follow South Africa’s Bafana Bafana throughout their campaign.
Despite the excitement surrounding the deal, SportyTV has not yet revealed subscription pricing for its pay-TV package, leaving many South African football fans uncertain about what they’ll need to spend to watch the World Cup.
SportyTV’s Strategic Shift from Free-to-Air to Pay-TV Model
This deal marks a notable commercial pivot for SportyTV. The platform only entered the South African market in June last year, initially offering free-to-air coverage of 26 FIFA Club World Cup matches through e.tv’s Openview on channel 125 and the eVOD streaming service. That was a very different proposition compared to what’s being offered now.
The 2026 World Cup rights are exclusively pay-only, making it a significant departure from the platform’s original free-access strategy in South Africa. It reflects growing ambition from the company to monetize premium content rather than use it purely as a promotional tool.
“We are building an ecosystem where content, technology and engagement converge to deliver something entirely new to fans,” said Elías Gallego, vice president of business development, marketing and media at parent company Sporty Group.
SportyTV is fully owned by Sporty Group, a privately held sports media and technology business founded in 2013 by Sudeep Dalamal Ramnani, a UAE-based entrepreneur and London School of Economics graduate. Ramnani initially self-funded the business while based in Lagos and also founded Nigerian fintech PalmPay and UAE investment vehicle 885 Capital. The group does not publicly disclose its investor base.
The most recognizable business under Sporty Group’s umbrella remains SportyBet, a major online sports betting platform operating across Nigeria, Ghana, Kenya, Tanzania, Zambia, and South Africa. SportyTV has increasingly functioned as a marketing engine for SportyBet, with live betting features integrated directly into the digital viewing experience.
Over the past 18 months, SportyTV has rapidly expanded its rights portfolio across sub-Saharan Africa, securing broadcast deals for La Liga, Serie A, Bundesliga, EFL Championship, and Euro 2024. The company also holds a multi-year agreement with the Professional Fighters League for PFL Africa and has signed a shirt sponsorship deal with Spanish La Liga club CD Leganés.
However, questions remain around accessibility. SportyTV has not confirmed which specific platforms its app will be available on beyond Android, iOS, and “all major television ecosystems.” A purely digital distribution model means viewers would need a smart TV or compatible streaming device, along with a reliable broadband connection — a real challenge in a market where fixed broadband penetration remains relatively low.
The 2026 FIFA World Cup broadcast landscape in South Africa is shaping up to be fragmented, with rights potentially spread across multiple platforms. As SportyTV continues building out its infrastructure and pricing strategy, South African football fans will be watching closely to see whether this bold move actually delivers on its promise or introduces yet another paywall to the world’s biggest sporting event.