Gathering at restaurants, bars and on the streets to watch the 2026 World Cup in North America in groups is a common sight. But business owners are advised to take caution, as airing broadcasts without knowing the rules on Public Viewing (PV) rights could embroil them in disputes over broadcast rights infringement.
According to industry sources Wednesday, the Fédération Internationale de Football Association (FIFA) has made securing Public Viewing (PV) rights mandatory for commercial group-viewing events since the 2006 World Cup in Germany.
Under FIFA's regulations on public viewing events for media rights licensees, anyone who holds an event promoting group World Cup viewing, or who shows broadcast footage to an unspecified number of people via screens or electronic display boards, must in principle secure PV rights.
In Korea, PV rights can be purchased through the broadcasters holding World Cup broadcast rights (JTBC, KBS). According to Naver Pay Biz, the cost is 100,000 won per day for one indoor screen smaller than 100 inches, and 200,000 won per day for screens of 100 inches or larger. Broadcasting all matches costs 3 million won.
◇ "Pay Up If You Air the World Cup in Your Store" — The Situation in 2010 = Controversy over PV rights has recurred each World Cup season. During the 2010 World Cup in South Africa, SBS, then the exclusive domestic broadcast rights holder, sent official notices regarding PV rights to major hotels, large restaurants and corporate events in Seoul. The notices warned that civil and criminal liability would be pursued in cases of unauthorized screening.
At the time, SBS also demanded up to 210 million won from companies sponsoring street cheering events, such as those at Seoul City Hall Plaza. As a result, one event organizer that had been planning a cheering event at Seoul World Cup Stadium abandoned the event.
As the controversy grew, SBS changed its position, saying it would allow non-commercial events free of charge. However, it explained that public viewing fees could be imposed on commercial events—such as those charging admission or attracting sponsors—following prior consultation.
At the time, FIFA held that PV rights could in principle also apply to World Cup screenings at restaurants and bars. But its operations office decided not to collect separate fees for individual pubs or franchise outlets airing broadcasts on TVs or screens already installed in their stores.
◇ PV Rights Dispute Repeated in 2018 = A similar controversy resurfaced during the 2018 World Cup in Russia. The operations office for Russia World Cup PV rights announced through its official website that it would not charge separate PV rights fees for World Cup broadcasts shown on TVs or screens installed in standalone chain stores or individual pubs, as opposed to promotions conducted by franchise headquarters.
However, it asked businesses to refrain from marketing that used World Cup broadcasts, such as setting up standing signs, saying such practices could constitute violations.
"There were views that demanding PV rights fees even from small self-employed businesses like pubs could actually dampen World Cup enthusiasm," a PV office official said. "We plan to conduct inspections based on information collected on match days, and if violations occur, we will hold the parties financially liable in accordance with the guidelines."
However, there have reportedly been almost no cases in Korea of self-employed business owners being punished for unauthorized World Cup broadcasts.
