U.S. HISPANIC Versión en español
Olek Loewenstein of TelevisaUnivision: “To Fully Engage Audiences During The World Cup, Our Coverage Will Go Beyond The Field Of Play”
9 de mayo de 2025
Olek Loewenstein, Global President of Sports at TelevisaUnivision
For TelevisaUnivision, the FIFA World Cup is always one of the most significant global sporting events. This importance is exponentially magnified with the 2026 edition taking place in Mexico, the U.S., and Canada.
Olek Loewenstein, Global President of Sports at TelevisaUnivision, emphasized the unprecedented relevance of this tournament for the company and for fans. “The World Cup is ours. And it is for two key reasons: first, because it takes place on our home turf, which translates into much more favorable broadcast times for our audience in Mexico. This, in turn, gives us significantly greater commercialization opportunities, allowing our clients in Mexico to launch local campaigns in a way that wouldn’t be feasible if the World Cup were held on distant continents.”
Loewenstein also highlighted the historic scale of the 2026 World Cup. “For the first time ever, the World Cup will feature 104 matches, a 60% increase from previous editions. Of these games, 13 will be played in Mexico, spread across the cities of Guadalajara, Monterrey, and Mexico City. This figure underlines the strategic importance of our preparations to deliver comprehensive and top-quality coverage.”
The Sports President stressed TelevisaUnivision’s responsibility to bring the unique experience of a home World Cup to the entire audience. “Our mission is to make this World Cup truly ours, in the sense that every fan, in every corner of Mexico, has access to the excitement, passion, and culture that surrounds this event. We want to show how it’s lived, how it feels, how the national teams move, and how foreign visitors perceive the warmth and traditions of our country.”
Loewenstein emphasized the cultural richness surrounding football in Mexico and the importance of integrating it into the coverage. “To fully engage audiences, our coverage will go beyond the field of play. We’ll explore Mexican culture, its gastronomy, customs, and the rituals involved in enjoying a football match in Mexico. The fan community is massive, and we want to convey the experience of living a World Cup in our streets, celebrating goals with our people, and bringing iconic symbols of our culture, like El Chapulín Colorado or the sombrero de charro, into the stadiums.”
Finally, Loewenstein reflected on the World Cup’s impact in the region: “In Latin America, a World Cup brings daily life to a halt. In Mexico, I’m certain that work activity will significantly slow down during the 40-plus days of the tournament. In the U.S., while the phenomenon is different, the Hispanic community—with its strong purchasing power and increasing adoption of new technologies—will also experience the World Cup with special intensity. Moreover, the growing interest in soccer among non-Hispanic populations ensures a nationwide impact. It’s like having a Super Bowl every day for over a month, but with an even larger global audience.”
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