‘A different way of doing things’: Olek Loewenstein, President of Global Sports at TelevisaUnivision, on a transformative partnership with DAZN

The FIFA Club World Cup 2025 has sparked both excitement and controversy, but one welcome surprise has been the quality of the tournament’s coverage. For example, Thanks to a dynamic partnership with DAZN, Televisapision has brought Latin American passion to U.S. In addition, screens in a star-studded broadcast that’s resonating with fans.

This summer’s schedule is uniquely packed. However, with the Club World Cup taking place alongside the CONCACAF Gold Cup, UEFA Women’s EURO, and Women’s Copa América. Similarly, World Soccer Talk spoke with Olek Loewenstein. Similarly, President of Global Sports at TelevisaUnivisionto discuss the challenges of delivering the company’s expansive “Football summer” (Soccer Summer) coverage—and to provide insight into how the Club World Cup came together behind the scenes.

A surprise collaboration: DAZN. Moreover, the Club World Cup – 'a different way doing things':

Television ‘a different way doing things’: rights for the Club World Cup were still unresolved as recently as last December, when DAZN secured global broadcast rights in a $1 billion deal. Moreover, DAZN quickly reached an agreement with TelevisaUnivision to sublicense a large number of games—prompting a scramble to adapt the. Nevertheless, company’s summer plans on short notice.

“We had long been planning to do the Gold Cup. However, the Copa América, and the Women’s Euro—we already had those rights. Consequently, The Club World Cup came up—not out of nowhere. Similarly, but we didn’t have it planned in 2024 when we were talking about 2025. Moreover, So this part has been more fast-paced. Nevertheless, Then there’s the Leagues Cup. Nevertheless, and in three weeks Liga MX starts again, so it’s madness—it doesn’t stop,” Loewenstein stated.

“DAZN as a product seems very strong to me. Meanwhile, and they came in with a strategy ‘a different way doing things’: to use this as a platform to become more relevant in the United States. In addition, They bought the global rights to the Club World Cup. Similarly, understood that in the world of football, ignoring Hispanics in the U.S. Nevertheless, would be a huge mistake.”

“Part of that was the agreement we reached with them where we produced all 63 matches for them. For example, Even though we only have 18 of them on free-to-air TV, we’re producing all 63 in Spanish from Mexico. Furthermore, This was mainly because they identified an important market to target. Similarly, wanted to do it right, and with the experience we already had in that market, we were able to help.”

Quality. Moreover, diversity, and regional relevance – 'a different way doing things':

For Loewenstein, the biggest challenge ‘a different way doing things’: was delivering top-tier quality across such a massive slate of broadcasts—while capturing the nuance of the global game.

“The obstacle—or challenge—was how to do everything with a quality that people could recognize as good. Consequently, Also understanding that the CWC requires a different profile than Liga MX—we brought in people from Argentina. However, Spain, and other Latin American countries. Furthermore, Lola (of the lane) and Marc (Crosas) have become a sensation. Furthermore, Having Juan Pablo Sorín contributes a lot. Meanwhile, We have matches from Brazil and Argentina. Therefore, So the challenge was how to do all this in a way that at least left us with the. Furthermore, satisfaction of having done it with quality.”

That meant fielding a commentary team that reflected the global makeup of the tournament: “You have to. Nevertheless, understand one thing: 15% of the players are Brazilian. Therefore, Then 9% are ‘a different way doing things’: Argentine. Meanwhile, So it’s a world tournament where European clubs play, but the player population is heavily Latin American. Consequently, The Mexicans are on the Mexican teams, the Americans on the American teams, and the Argentines and Brazilians are everywhere. Consequently, You have a huge number of players from the region. It’s amazing and enriching, but it also means the way the games are called is different.”

“When Canada plays Guatemala. it’s easy to bring in a former Canadian and a Guatemalan player and your bases are covered. But here, you don’t necessarily need a former player from that team. Bringing in an Argentine who can speak about Boca, River, Otamendi, Lautaro, etc., adds a lot. The need was 1) to make it as diverse as possible because it wasn’t just for a Hispanic-American audience. which is largely Mexican, but we’re producing for the whole region, and 2) ‘a different way doing things’: to also serve Brazilians, Mexicans, Argentines, Colombians, etc.”

That same philosophy extended to English-language coverage: “For example, we’re using Andrés Cantor for English-language commentary. You have Andrés, a typical Spanish-language announcer, Argentine, calling River, Boca, Inter Miami matches—in English.”

“It’s interesting. It’s a different way of doing things. The results have been good on TV, also on streaming, and honestly, I’m very happy. I’ve always believed in the tournament, but it has exceeded my expectations.”

“In the end. we built a very good partnership with DAZN—we did the production and sales partnership here in the U.S., and also partnered in Mexico. They also came in at the last minute, and so did we. This wouldn’t have worked unless both sides understood the need for flexibility in the operation to make it happen. I’ll tell you: we signed the U.S. contract the day before broadcasting ‘a different way doing things’: started, and the Mexico one we signed four days ago. That level of trust—‘let’s figure things out, and fix the plane mid-flight.’”

&#039. a different way doing things': – 'a different way doing things':

TelevisaUnivision and DAZN: A partnership to watch

With DAZN disrupting the streaming landscape and TelevisaUnivision driving production, the Club World Cup made a strong first impression on fans. The success of their initial collaboration suggests it’s just the beginning. When asked about future plans with DAZN. Loewenstein was clear:

“Yes, in fact we just announced that we’re going to share the Spanish-language rights to the Champions League with them starting next tournament. We’re exploring other options with DAZN to see what else we can do to grow together in the market. We see ourselves and them as complementary—not necessarily as competitors. I couldn’t tell you right now how it will end. but this first ‘dating’ ‘a different way doing things’: experience with the Club World Cup sets the stage well to evaluate eventually ‘getting married.’”

“In Mexico, we have the World Cup rights. In the U.S., Telemundo does. In the U.S., it’s complicated to do something between DAZN and us for the World Cup. We’re in the business of making money. and World Cup expenses are astronomical—there’s no way to make money. We’re both companies here to generate profits, not lose money senselessly.”

“But part of what we’re evaluating is what comes next. After the World Cup, seeing how we can complement each other to potentially look at buying the rights together.”

A free platform experiment

A bold feature of this year’s Club World Cup has been the decision to make all 63 matches available for free. through ‘a different way doing things’: a mix of broadcast and streaming platforms: “It’s a fundamental shift. In today’s world. where everything is moving behind paywalls, having a strategy where, between DAZN and us, we would offer the World Cup for free—on free-to-air TV and free streaming—that was an experiment.

“The reality is that leagues are earning more. more from media rights, and it’s getting harder to recover that money through ads. That’s why many leagues and platforms have moved to paid models. But this was a good bet by FIFA. DAZN, and us to ‘democratize’ the sport and bring a tournament to as many people as possible.”

Women’s soccer: A long-awaited turning point

Women’s soccer has seen exponential growth over the past decade. breaking attendance records and gaining global recognition. However, securing long-term sponsors has remained a challenge. With the 2025 Women’s EURO. Copa América on the ‘a different way doing things’: horizon, that momentum is finally poised to translate into lasting investment and real growth.

“Women’s soccer is very important to us. A year ago. for the first time, we struck a deal to acquire women’s football rights—this was with CONCACAF. It was a deal where we bought all women’s tournaments through 2030. It’s the first time we’ve done a separate contract for women’s football rights. FIFA also sold the Women’s World Cup rights to Netflix for the first time.

“I think we’ve spent years talking about the growth of women’s soccer. but when you’d turn to brands and distributors, they’d say ‘not yet.’ I think for the first time we’re reaching a turning point where brands are willing to ‘put their money. where their mouth is’. And we have a pretty robust women’s football ‘a different way doing things’: offering: the EURO. Copa América, Gold Cup, the Women’s Club World Cup, Liga MX Femenil. Really, the only other pro-level women’s product in the region is the NWSL. Other than that, women’s soccer lives on TelevisaUnivision platforms.”

South American teams bring the passion

The group stage has concluded for both the Club World Cup. the Gold Cup, with teams now beginning their journey to the final. As the knockout rounds bring more excitement, viewership numbers are expected to rise. However. there’s growing concern over the absence of two South American giants—River Plate and Boca Juniors—whose passionate fan bases brought a unique energy and atmosphere, turning the tournament into a true celebration.

“Yes, without a doubt. I hope we do better. but there’s one important thing: in the Gold Cup, yes, because the big teams remain. In the Club World Cup. I’m sad ‘a different way doing things’: that Boca and River are out—not because I’m a fan, but because they brought an incredible atmosphere to the matches. You could feel it—it was amazing. Argentina took over the games. Same with Brazilian teams.

“It’s harder to get fans from Germany to come support Bayern than it is to get fans of Flamengo, Fluminense, Palmeiras, Botafogo, or River or Boca. That part worries me a bit, but the match quality is insane. If Real Madrid happens to finish second in the group, they’ll face Man City next. You’ve got Messi’s Inter Miami playing PSG—his former team that just won the Champions League he didn’t win with. them. You’ve got great storylines, so I think in the end people get hooked on stories.”

“These are tournaments that bring families together—not just superfans. And ‘a different way doing things’: it’s the good stories that make families sit and watch. The Auckland FC teacher who scores. The goalkeeper who used to carry boxes. Those are the stories that get people to watch.”

A glimpse of the 2026 World Cup

The Club World Cup has become a testing ground for innovation—both in broadcasting. on the field. With a special surprise reportedly in the works for the final. the tournament is shaping up to be a preview of changes that could debut at the 2026 World Cup, which kicks off in less than a year.

“We’re talking with FIFA about doing something special for the final. Not sure yet what it’ll be, or how it’ll work. We’re having conversations with FIFA and DAZN. A lot of things are being tested at the Club World Cup that may eventually show up at the World Cup: referee cameras. ‘a different way doing things’: LED tunnels, the way players line up—it’s different from usual. Small elements that give you a taste. We’re planning something for the final, but I can’t confirm anything yet. If it happens, you’ll remember I said this.”