May 24, 2026, 6:10 am | Read time: 2 minutes
Just before the start of the Soccer World Cup in North and Central America, Telekom and Sky have reached a new agreement. This allows pubs, bars, restaurants, and hotels to broadcast all 104 matches of the tournament live. Previously, it was unclear whether many venues could show the games at all. The complete broadcasting rights are held by Telekom and its MagentaTV offering.
Many hospitality businesses rely on Sky for soccer broadcasts. Without an agreement, numerous pubs and restaurants might not have had access to the World Cup games. For many fans, shared soccer evenings are an integral part of the World Cup experience. Those who can’t be at the stadium or attend a public viewing often watch the games in venues.
Sky Utilizes Existing Technology
According to the website “digitalfernsehen.de” citing company information, Telekom is now providing all World Cup content via the Sky Business platform. This enables pubs and hotels to publicly show all games.
The broadcast runs through Sky’s existing infrastructure, according to the report. Businesses with an existing Sky receiver therefore do not need new hardware. The three exclusive linear World Cup channels from MagentaTV can be received using the existing technology. No additional costs are expected.
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Companies without an active Sky subscription also have access options. Sky offers a time-limited Gastro Pass specifically for the duration of the tournament.
Public Viewing Also Possible
The cooperation is not limited to traditional venues. Organizers of commercial public viewing events can also broadcast the games via Sky. They must first apply for the necessary FIFA licenses.
Sky then sends the required hardware, allowing all World Cup games to be shown in UHD resolution at public events or large venues. The financial terms agreed upon between Telekom and Sky are not yet known.
In addition to the collaboration with Sky, there is also an agreement with ARD and ZDF. The two public broadcasters are allowed to air a total of 60 World Cup games on free-to-air television. Another 44 matches remain exclusive to MagentaTV and the Sky Business platform.