Ipsos, the official research partner of Al Jazeera Sports Channels, has conducted surveys to measure the viewership of the games during the football World Cup 2010 in the Middle East and North Africa. According to Ipsos, 148 million people were watching the final game between Netherlands and Spain from 14 countries in the MENA region, on Al Jazeera Sport Channels on the 11th of July 2010.

According to Arabian Business, UAE telecom provider du, is still finalising a deal to show live coverage of the FIFA World Cup. Customers were concerned they would miss out on the live coverage of the world's premier sporting event; however, du reassured its customers that the company was in the final stages of talks with content providers and would shortly announce packages for the World Cup.