A UK bid for the rights to broadcast the 2023 Women’s World Cup is one of several Fifa have rejected as the organisation condemns a “lack of willingness” to pay to air the tournament.
Bids from Britain, Germany, Italy and France have been rejected ahead of next summer’s tournament with an approach from a Spanish broadcaster expected to go the same way.
That is according to Romy Gai, Fifa’s chief partnerships and media officer, who insists the governing body is not “pricing out” TV companies.
Matches in Australia and New Zealand will take place overnight in Europe or during the morning, which is expected to limit viewing figures.
Gai refused to say which broadcasters had seen their bids rejected. The tournament will stay be aired in the UK once an agreement is reached.
“This is not a case of being priced out, but rather testament to a lack of willingness of broadcasters to pay what the women’s game deserves,” said Gai.
He added: “We know the opportunity for women’s football is there. Now, together, we need to capture it.”
The draw for the Women’s World Cup takes place on Saturday and is set to start at 7.30am BST.
