In the golden age of broadcasting, 'global' was the goal. We marvelled at the idea of four billion people watching the exact same feed, hearing the same commentary, and seeing the same slo-mo replay of Roberto Baggio's missed penalty. But as we settle down to watch the 2026 FIFA World Cup starting tonight, with a staggering 48 teams, and therefore countries, the 'one-size-fits-all' jersey is officially hitting the substitutes bench.
Welcome to the era of hyper-regionalisation. For the uninitiated, this isn't just about translating 'Goal!' into 40 languages. It's the sophisticated art of slicing a single live sporting event into thousands of bespoke experiences.
