Telemundo Looks to Score Advertiser Goals With World Cup

Today, NBCUniversal's Telemundo announced its programming slate for the 2025-26 TV upfront season, which includes scripted, unscripted, and live sports programming. According to the Spanish-language media company, it is increasing its commitment to live programming, with over 70% of its lineup airing live, which is an estimated 5,000 hours. Among its highlights for advertisers heading into the upfront, Telemundo, along with Universo and Peacock, is the exclusive Spanish-language home for the 2026 FIFA World Cup. Telemundo will broadcast all 104 matches of the tournament live across its network and Universo, and every match will stream live on Peacock and the Telemundo App. As part of its Rumbo al Mundial franchise, the network will bolster its FIFA coverage with exclusive Spanish-language rights to nine games from Argentina and Brazil’s home of FIFA World Cup 26 qualifiers and Team USA. FIFA coverage will also continue with the live presentation of the FIFA World Cup 26 Draw in December 2025. Sports, sports, and more sports For other upcoming sports programming, the company is premiering a 24/7 sports FAST channel, Telemundo Deportes Ahora, which aims to deliver more than 50 hours of live Spanish-language sports content weekly. According to the company, the channel expects to offer fresh takes on sports to keep fans engaged. Beyond the World Cup, the network also has exclusive Spanish language rights to the Premier League through 2028 with more than 20 matches annually of the U.S. National Teams through 2026, and the NFL’s Sunday Night Football, which features regular season games, playoffs, and the upcoming Super Bowl LX on February 8, 2026. Telemundo is also the Spanish-language home when the NBA returns to NBCUniversal beginning with the 2025-26 season through 2036-37. The network will show 11 games each season, including every NBA All-Star Game, on Telemundo and Peacock. Additionally, as the exclusive U.S. broadcaster for Liga MX’s Chivas de Guadalajara home matches through 2028, Telemundo will air extensive pre- and postgame coverage with Fútbol Estelar Chivas Extra. Showcasing its sports programming, Telemundo premiered its late-night sports show El Pelotazo in March, which airs live seven days a week and is hosted by Verónica Rodríguez, Pablo Mariño, and Diego Arrioja. At the time, Telemundo’s evp of sports, Joaquin Duro, told ADWEEK that while 70% of the show’s daily coverage will be soccer, it will be 100% dedicated to soccer closer to the World Cup. "From the coverage of the historic 2026 FIFA World Cup to our compelling realities, unforgettable dramas, and essential breaking news, we are upping our commitment to serve Latinos with relevant content that attracts audiences at scale, no matter where or when they want to watch it," Luis Fernández, chairman, NBCUniversal Telemundo Enterprises, said in a statement. Live programming and holiday specials When it comes to live programming, Telemundo will air the Billboard Latin Music Awards/Premios Billboard de la Música Latina, which is celebrating its 27th anniversary this year; the Billboard Latin Women in Music/Billboard Mujeres Latinas en la Música; Miss Universe; and several holiday specials, including the Spanish-language broadcast of the Macy's Thanksgiving Day Parade, Christmas in Rockefeller Center, and Bienvenido 2026. On the unscripted side, some of the programming to expect includes La Casa De Los Famosos, Miss Universe Latina: El Reality, La Isla: Desafío Extremo, Top Chef VIP, Pase a la Fama, and Exatlón Estados Unidos, which is Telemundo's longest running reality competition series. Regarding scripted programming, some of Telemundo's shows include Dinastía Casillas, Lobo Bahar: Esencia de Mujer, and Leyla, the latter three of which are working titles. Telemundo is set to showcase its offerings at NBCUniversal's upfront event on Monday, May 12, at Radio City Music Hall, with the company also having its own event on Tuesday, May 13. “With the FIFA World Cup next Summer and Telemundo’s growing slate of live programming, we have an incredible opportunity to expand our reach to new audiences, deepen our engagement with consumers, and tap into the highly influential Latino community,” Mark Marshall, chairman, global advertising and partnerships, NBCUniversal, said in a statement.

TV Upfronts

Telemundo Looks to Score Advertiser Goals With World Cup in Upfront

The Spanish-language media company aims to increase its commitment to live programming this year

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