After JTBC told the media it had secured a joint broadcast with KBS and said talks with the three terrestrial broadcasters were over, MBC immediately expressed “deep regret” that JTBC unilaterally announced the end of negotiations without notifying the other parties involved.
On the morning of the 22nd, JTBC issued a press release headlined “First-ever 104-match World Cup — D‑50: JTBC Confirms Joint Broadcast,” saying, “With the 2026 FIFA World Cup in North America just 50 days away, JTBC has finalized the resale of TV broadcast rights today (22nd) and is moving into full preparations.”
That afternoon MBC pushed back. “Yesterday (21st), MBC proposed terms to JTBC to repurchase the TV broadcast rights for the 2026 North America World Cup,” the broadcaster said. “Rather than respond to our proposal, JTBC announced the collapse of negotiations to the press today. We deeply regret that JTBC unilaterally declared the end of talks without informing the negotiating parties.”
MBC added that it will continue to negotiate future sports broadcast rights in good faith and strive for an amicable resolution.
On the 20th, JTBC had said it reached a dramatic agreement with KBS over World Cup broadcast rights for 14 billion KRW (approximately $10.5 million) and that it had offered the same final terms to other terrestrial broadcasters. JTBC said the number of channels carrying the World Cup could rise depending on responses, leaving open the possibility of further talks with MBC and SBS.
On the 21st, MBC renewed its offer at 12 billion KRW (approximately $9 million) and proposed several required conditions, including terms related to Naver’s carriage fees.
But on the 22nd, JTBC announced it had concluded negotiations with the three terrestrial broadcasters and, for the first time, will co-broadcast the North America World Cup with KBS.
