DHAKA – The government successfully broadcast the FIFA World Cup 2026 without spending any money from the state revenue. Information and Broadcasting Minister Zahir Uddin Swapon announced ambitious plans to not only broadcast the next World Cup for free but also generate major profits through strategic advertising. Speaking at the 'FIFA World Cup 2026 Broadcast and Thanksgiving' event held at the Press Information Department (PID) conference room, Swapon emphasized the goal of transforming the broadcasts into a highly profitable event. He credited the success of the 2026 broadcasts to the strategic guidance and visionary leadership of Prime Minister Tarique Rahman, who ensured that football fans were not deprived of watching the tournament despite ongoing austerity policies.
Swapon highlighted the creation of an alternative structural framework as per the Prime Minister's directives, which allowed the broadcasts to be completed at zero cost to the government. He expressed gratitude to Prime Minister Rahman, the State Minister for Youth and Sports, the State Minister for Information and Broadcasting, the Prime Minister's Adviser on Information and Broadcasting, the Director General of Bangladesh Television, the Bangladesh Football Federation, and other stakeholders for their contributions. The Minister also noted the positive shift in the country's sports sector, attributing the recent enthusiasm to the leadership of the State Minister for Youth and Sports.
Commenting on the future of sports in the country, Swapon stressed the importance of engaging youth in healthy entertainment and sports to build a drug-free society, foster healthy minds, and develop skilled manpower. He outlined the government's efforts to transform sports from a hobby into a respectable profession. With the successful hurdle of broadcasting a global sports event at zero cost cleared, the Minister now aims to turn the next World Cup into a profitable venture through strategic advertising revenue.
Building on Success
The achievement of broadcasting the 2026 World Cup without government expenditure sets a precedent for future events. Swapon's announcement indicates a shift in strategy, focusing on leveraging the massive advertising market to generate profits. This move is expected to enhance the government's financial position while continuing to provide free broadcasts to the public. The success of this approach will depend on effective advertising strategies and partnerships with major brands.
