1. Holland America Line will broadcast FIFA World Cup 26™ on its ships. 2. All 104 matches will be available from June 11 to July 19, 2026. 3. Guest's staterooms will feature live broadcasts on Sport 24 Special Event Channels. 4. IMG supports Holland America delivering a spirited experience at sea. 5. Cruises during the tournament will attract soccer fans globally.
FAQ
Why Bullish?
Holland America's decision can enhance TKO's revenue through increased visibility and brand engagement, similar to past events like the Olympics boosting network stocks.
How important is it?
The partnership leverages significant global sporting events targeting a large audience, potentially improving stock performance.
Why Long Term?
This event builds TKO's reputation and visibility, leading to sustained interest and bookings beyond 2026, akin to the prolonged positive effects seen by Disney with major sporting rights.
Holland America Line Partners with IMG to Broadcast FIFA World Cup 26™ on 11 Ships
Soccer enthusiasts can now plan their dream cruise with the assurance that they will not miss any of the action during the FIFA World Cup 26™. Holland America Line announced it has acquired broadcasting rights from IMG to showcase the tournament fleetwide, allowing guests across 11 ships to experience live match coverage from June 11 to July 19, 2026.
Comprehensive Coverage of the FIFA World Cup 26™
During the tournament, a total of 104 matches will be broadcast on the Sport 24 Special Event Channels in guests' staterooms. In addition, select marquee matches will be displayed on large screens at the Lido Pool, as well as in the immersive World Stage theater on specific vessels, offering an exceptional viewing experience at sea.
Michael Smith, Senior Vice President of Guest Experience and Product Development at Holland America Line, emphasized the importance of this feature: "Soccer is the most popular sport across the globe. The FIFA World Cup™ is the world's preeminent soccer tournament, and we realize how important it is for our guests to be able to watch it live on our ships." He encouraged travelers to book confidently, knowing they can watch their national or favorite teams compete from the comfort of their staterooms.
An Unforgettable Experience Aboard Holland America Line
Kate Garden, Commercial Director at IMG, added, "The FIFA World Cup 26™ represents a truly global celebration of sport, and we are pleased to support Holland America Line in delivering an unforgettable viewing experience for fans on board." The ambiance will mirror that of the stadium, allowing guests to enjoy matches from both their private staterooms and open-air decks.
Featured Voyages During the Tournament
Guests can choose from various itineraries during the tournament, with highlighted cruises including:
- 7-Day "Alaska Explorer" on Noordam, departing July 5, 2026
- 28-Day "Legendary Alaska Arctic Circle Solstice" on Noordam, departing June 7, 2026
- 14-Day "Wild British Isles: Belfast Evening Stay" on Nieuw Statendam, departing July 10, 2026
- 7-Day "Norwegian Fjords & Sognefjord" on Rotterdam, departing June 28, 2026
Connect with Holland America Line
To stay updated on the latest news and offerings, follow Holland America Line on various social media platforms, including X (formerly Twitter), Facebook, and Instagram. Interested travelers can find all updates and details on their official website at hollandamerica.com.
About Holland America Line and TKO Group
Holland America Line has been a pioneer in the cruise industry for over 150 years, known for meticulously crafted itineraries and exceptional service. With its fleet visiting nearly 400 ports in 114 countries, the cruise line offers a unique travel experience focused on destination immersion and personalized activities.
As a subsidiary of TKO Group Holdings, Inc. (NYSE: TKO), Holland America Line combines its expertise with IMG, a leading global sports marketing agency specializing in media rights and brand partnerships, further enhancing its offerings for soccer fans.