World Cup, Walled Gardens And The Future Of Local Sports Advertising

The World Cup is the biggest event in sports—but for local advertisers, getting into the game is anything but straightforward.

On this episode of In the Vicinity, Tim Hanlon welcomes back Madhive VP of Inventory Partnerships & Operations Anthony Campanella to unpack the complex local media dynamics behind the 2026 FIFA World Cup. They explain why premium live sports inventory is becoming harder to access, how streaming is reshaping local advertising opportunities, and what happens if future World Cups move from broadcasters to platforms like Netflix.