Holland America Line Secures Deal with IMG to Broadcast FIFA World Cup 26™ Fleetwide on Sport 24 Special Event Channels
Rhea-AI Summary
Holland America Line (NYSE: CCL) secured rights from IMG to broadcast the FIFA World Cup 26™ fleetwide on Sport 24 Special Event Channels across its 11 ships. From June 11 to July 19, 2026, all 104 matches will be viewable on guests' stateroom TVs; select marquee matches may also appear on Lido Pool big screens or in the World Stage theater on certain ships. Sample voyages during the tournament are listed for Alaska, British Isles and Norwegian fjords itineraries. Social channels and hollandamerica.com provide further access and updates.
Positive
- Fleetwide coverage across 11 ships
- All 104 matches available June 11–July 19, 2026
- Multiple viewing venues including stateroom TVs, Lido Pool big screens, World Stage
Negative
- None.
Key Figures
Market Reality Check
Peers on Argus
CCL gained 3.55% with modestly positive moves in key peers: CUK +1.81%, TCOM +0.55%, VIK +1.07%, RCL +2.36%, EXPE +2.32%. Scanner data does not flag a coordinated sector momentum move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 10 | Earnings call setup | Neutral | +3.0% | Scheduled Q4 earnings conference call and webcast details. |
| Dec 10 | Product enhancement | Positive | +3.0% | Announced 2027 Alaska Cruisetours and $70M Denali Lodge upgrade. |
| Dec 09 | Promotional sale | Positive | -1.9% | Princess launched 2026 Wave Season sale with broad fare discounts. |
| Dec 09 | Promotional offer | Positive | -1.9% | Cunard offered up to $600 onboard credit for Wave Season bookings. |
| Dec 04 | Promotional campaign | Positive | +0.2% | Seabourn launched Explore More Event with discounts and shipboard credit. |
Recent brand and promotional announcements have produced mixed reactions, with some marketing and product updates coinciding with gains while others saw mild losses, suggesting news flow is only one of several drivers for CCL’s shares.
Over the last two weeks, CCL’s brands have focused on marketing campaigns and product enhancements. On Dec 4, Seabourn launched an “Explore More Event” with savings and up to $1,000 credit, followed by multiple Wave Season promotions from Seabourn, Cunard, and Princess on Dec 9. On Dec 10, Holland America detailed a $70 million Denali Lodge upgrade and CCL scheduled its Dec 19, 2025 Q4 earnings call. Today’s Holland America World Cup broadcast deal continues this pattern of experience-focused brand news across the portfolio.
Market Pulse Summary
This announcement emphasizes CCL’s strategy of differentiating its Holland America Line brand through experiences, securing rights with IMG to show all 104 FIFA World Cup 26 matches across 11 ships from June 11–July 19, 2026. It follows recent investments such as a $70 million Denali Lodge transformation and various Wave Season promotions. Investors may track booking trends on featured itineraries and the broader impact of such experiential offerings on occupancy, pricing, and onboard spending.
AI-generated analysis. Not financial advice.
Soccer fans can book their dream cruise vacation knowing they'll be able to watch all the action while on board
From June 11 to July 19, 2026, all of the tournament's 104 matches — which are being held throughout
"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," said Michael Smith, senior vice president of guest experience and product development. "Guests can confidently book their cruise for next summer knowing that if their national or favorite team advances, they will be able to watch the match from the comfort of their stateroom."
Kate Garden, Commercial Director, 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. From private staterooms to open-air decks, guests will be able to enjoy the atmosphere and excitement of the tournament as we bring the spirit of the stadiums to sea next summer."
With coverage of matches and experiences on board all 11 ships, the FIFA World Cup 26™ will be an unforgettable celebration of sport and connection at sea — whether cruising in
Sample voyages available during tournament time include:
- 7-Day "Alaska Explorer" on Noordam, departing July 5, 2026
- 28-Day "Legendary Alaska Arctic Circle Solstice" on Noordam, 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
Find Holland America Line on X (formerly Twitter), Facebook, Instagram and the Holland America Blog. You can also access all social media outlets via the home page at hollandamerica.com.
About Holland America Line [a division of Carnival Corporation and plc (NYSE: CCL and CUK)]
Holland America Line has been exploring the world for 150+ years with expertly crafted itineraries, extraordinary service and genuine connections to the destinations. Offering an ideal perfectly-sized ship experience, its fleet visits nearly 400 ports in 114 countries around the world and has shared the thrill of
About IMG
IMG is a leading global sports marketing agency, specializing in media rights management and sales, multi-channel content production and distribution, brand partnerships, strategic consulting, digital services, and events management. It powers growth of revenues, fanbases and IP for more than 250 federations, associations, events, and teams, including the National Football League, English Premier League, International Olympic Committee, National Hockey League, Major League Soccer, ATP and WTA Tours, the AELTC (Wimbledon), Euroleague Basketball, CONMEBOL, DP World Tour, and The R&A, as well as UFC, WWE, and PBR. IMG is a subsidiary of TKO Group Holdings, Inc. (NYSE: TKO), a premium sports and entertainment company.
CONTACT: | Bill Zucker |
PHONE: | 800-637-5029, 206-626-9890 |
EMAIL: |
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SOURCE Holland America Line
FAQ
Will Holland America Line (CCL) show all FIFA World Cup 26™ matches on board?
On which Holland America ships will FIFA World Cup 26™ be available?
How can guests watch FIFA World Cup 26™ matches in their stateroom on Holland America (CCL)?
Are any Holland America voyages scheduled during the FIFA World Cup 26™ dates?
Will marquee FIFA World Cup 26™ matches be shown on pool screens or theaters on Holland America?
Where can passengers find updates about Holland America Line (CCL) FIFA World Cup 26™ coverage?
