New Delhi: The broadcast of the FIFA World Cup 2026 faces uncertainty in two of the world’s biggest markets — India and China — just weeks before kickoff, following a deadlock in media rights negotiations.
India deal hits pricing roadblock
In India, a joint venture between Reliance Industries and The Walt Disney Company has reportedly offered around $20 million for the broadcast rights — far below FIFA’s expectations.
Football’s global governing body had initially sought close to $100 million for the 2026 and 2030 editions, though it later reduced its demand. However, the latest offer remains unacceptable, according to sources.
Meanwhile, Sony Group Corporation, which previously held FIFA rights in India, has opted out of bidding, citing weak commercial viability.
China yet to confirm broadcaster
In China, there has been no official announcement on broadcast rights either — a surprising development given the country’s massive football audience.
State broadcaster China Central Television (CCTV) had secured rights well in advance for previous tournaments like 2018 and 2022, promoting the event weeks ahead.
China contributed significantly to global viewership during the last World Cup, accounting for a large share of digital consumption.
Time running out
The 2026 World Cup is set to begin on June 11, leaving very little time to:
- Finalise broadcast deals
- Set up transmission infrastructure
- Secure advertising partnerships
The delay is highly unusual at this stage of the tournament cycle.
Why broadcasters are cautious
Broadcasters in India are hesitant due to several factors:
- Low relative popularity: Football trails far behind cricket in India
- Time zone challenge: Matches in the United States, Canada and Mexico will air late at night in India
- Ad revenue concerns: Ongoing geopolitical tensions have slowed advertising spending
Industry experts say the combination reduces the commercial appeal of the tournament.
Big markets, big stakes
Despite the challenges, both India and China remain crucial for FIFA:
- China has an estimated 200 million football fans
- India recorded over 110 million digital viewers during the 2022 World Cup
- Together, the two markets contributed significantly to global streaming reach
Failure to secure deals in these regions could impact FIFA’s global viewership and revenue.
Negotiations not over yet
Experts believe talks are still ongoing, with a deal possible at the last minute.
“We are at the end of a chess game with a couple of moves left,” said a sports media executive, indicating that negotiations may go down to the wire.
For now, millions of fans in two of the world’s largest audiences remain uncertain about how — or if — they will be able to watch football’s biggest spectacle next month.