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World Cup Pits Football Against Football for US Viewers

  • Fox says it’s charging higher rates for ads than in 2018
  • Telemundo predicts record audience for Mexico vs. Argentina
Customers cheer while watching England and Iran during the FIFA World Cup at The Queen Vic in Washington, DC, on Nov. 21.

Customers cheer while watching England and Iran during the FIFA World Cup at The Queen Vic in Washington, DC, on Nov. 21.

Photographer: Chip Somodevilla/Getty Images

The world’s biggest sporting event is about to go head-to-head with America’s most popular sport.

The FIFA World Cup, normally a summer TV event, kicked off Sunday in the middle of a busy college and pro football calendar, creating unique challenges for broadcasters trying to attract viewers.