Soccer has become a significant aspect of CBS Sports’ rights portfolio, particularly in streaming. Their Paramount+ service streams over 2,000 live matches each year from various leagues, including UEFA (Champions League), CONCACAF, AFC competitions, Serie A, the English Football League, the Scottish Premier League, and the NWSL. Notably, starting from the third round of the U.S. Open Cup through 2026, the tournament will also be featured prominently on Paramount+, as announced in a recent deal between CBS Sports and U.S. Soccer.
Starting April 15 this year, every match from the third round onward will be available on Paramount+. Selected matches will air on CBS Sports Network and the CBS Sports Golazo Network. These rounds are particularly exciting, as 16 seeded USL Championship teams will enter in the third round, followed by 16 MLS teams in the fourth round, which begins May 6. Coverage will culminate with the final on October 1. The following is an excerpt from a release about the deal:
In addition to full matches and highlights, CBS Sports’ coverage will include studio programming on CBS Sports Golazo Network and ancillary content focused on markets and clubs in the competition, as well as the rich history of the tournament as the oldest national soccer competition in the United States.
“This is an incredible step forward in our service to soccer strategy and to further growing the game which highlights the longest-running and most inclusive soccer tournament in the United States,” said David Wright, U.S. Soccer Chief Commercial Officer. “CBS Sports has shown a tremendous commitment to offer accessibility for all soccer fans and to grow the sport domestically and globally, and we’re excited to have the Lamar Hunt U.S. Open Cup featured among the world’s most exciting soccer competitions.”
“The Lamar Hunt U.S. Open Cup is a marquee addition to CBS Sports’ premium soccer portfolio, reaching all levels of the domestic game,” said Dan Weinberg, Executive Vice President, Programming, CBS Sports. “We’re expanding our coverage by making the tournament’s exciting competition more accessible to fans than ever before, solidifying Paramount+ as the premier destination for soccer in this country.”
Weinberg’s remark highlights the strategic significance of soccer for CBS. It plays a crucial role in Paramount Global’s aim to attract and retain subscribers for Paramount+. This is just a part of their broader strategy. In November, Paramount Global reported 72 million subscribers for Paramount+ and $49 million in profit for its direct-to-consumer division in Q3 2024. With linear cable networks facing a writedown of almost $6 billion last August, streaming is key to their future, especially in light of their pending acquisition by Skydance. Their substantial investments in soccer, encompassing both rights and coverage, are vital to the streaming growth they have achieved.
The collaboration with CBS for the later rounds of the U.S. Open Cup enhances credibility and promotional reach for U.S. Soccer. The studio programming and additional content on CBS Sports Golazo Network, a widely accessible FAST network, will likely increase awareness and interest in the competition. The release also mentioned that the Cup would receive “unprecedented marketing and promotional opportunities through CBS Sports’ extensive soccer portfolio.” This is particularly relevant as recent changes have decreased MLS participation, necessitating more robust marketing efforts.
While there is a shift from free broadcasts on YouTube to paywalled ones on Paramount+, the latter boasts a large subscriber base, including many soccer enthusiasts. Some matches will still be accessible via the Golazo Network and CBS Sports Network, reaching broader audiences. The initial rounds of the U.S. Open Cup will continue to be broadcast on U.S. Soccer’s YouTube channel, featuring 64 teams, including various MLS developmental sides and clubs from other leagues. The second round is scheduled for April 1 and 2 this year, maintaining accessibility while allowing CBS to enhance production quality and coverage in the later stages of the tournament.
Interestingly, this deal is set for only two seasons. If not renewed, U.S. Soccer will have to seek a new media rights partner before the 2027 tournament. This timing coincides with the 2026 FIFA World Cup hosted in the U.S., Canada, and Mexico, which could elevate domestic soccer, potentially benefiting this competition. Hence, this agreement secures a broadcast partner for at least two years, with the possibility of renewal if successful.
