With just one month until the 2026 FIFA World Cup kicks off, the world governing football body is yet to secure broadcast agreements in two of the world’s biggest markets, India and China, amid concerns over the governing body’s valuation demands.
- +World Cup: FIFA $400m pricing leaves India, China without broadcast deals
Despite finalising media rights deals in more than 175 territories, FIFA remains locked in negotiations across several Asian countries, raising questions about its broadcast strategy ahead of football’s biggest tournament.
Despite finalising media rights deals in more than 175 territories, FIFA remains locked in negotiations across several Asian countries, raising questions about its broadcast strategy ahead of football’s biggest tournament.
FIFA reportedly demanded around $100 million for the India package and more than $300 million for China before later reducing its expectations during negotiations.
FIFA president Gianni Infantino recently described football as “the official happiness provider to humanity since 1904″, insisting investment in FIFA means investing in joy and the future.
However, behind the optimism lies a growing concern that millions of fans across Asia could be left without legal access to the World Cup.
As of the time of filling this report, FIFA has not confirmed broadcast deals in India, China, Pakistan, Thailand, Myanmar and several Caribbean nations, although a late agreement in Bangladesh eventually secured coverage for nearly 200 million people.
The Indian market has proven particularly difficult due to time-zone challenges and the country’s cricket-dominated sports economy.
Unlike the 2022 World Cup in Qatar, whose match timings suited Asian audiences, most matches in the United States, Canada and Mexico will air overnight in India.
In 2022, Viacom18 paid $60 million for broadcast rights and streamed matches free on JioCinema, attracting 23 million viewers by the final. However, advertising revenue reportedly reached only $30 million, resulting in heavy losses.
For the 2026 and 2030 cycle, FIFA initially sought around $100 million from Indian broadcasters, but potential partners pushed back strongly.
Sony reportedly stayed silent during negotiations, while JioStar countered with an offer believed to be around $20 million.
Broadcasters are also prioritising the Women’s T20 World Cup scheduled for June and July, with cricket continuing to guarantee significantly higher advertising revenues and audience engagement in India.
In China, state broadcaster CCTV has also failed to agree to FIFA’s terms despite the country delivering massive viewing numbers during Qatar 2022.
China reportedly accounted for nearly half of global digital viewing hours during the last World Cup.
FIFA initially demanded more than $250 million for Chinese rights before lowering expectations to around $120 million and later $80 million. Even then, negotiations failed to produce an agreement.
Industry experts believe Chinese broadcasters see limited commercial value in overnight broadcasts, especially with China absent from the tournament itself.
Michael Payne, a sports media expert, noted that FIFA’s negotiating power is weaker than expected in markets where local audience engagement is uncertain.
The delay also threatens sponsorship campaigns involving major Chinese brands such as Mengniu, which rely heavily on television exposure during the tournament.
Media rights remain FIFA’s largest revenue stream, with the organisation projecting approximately $5.3 billion in broadcasting income during the current cycle, accounting for around 40 per cent of total revenues.
FIFA has also expanded its digital strategy, recently signing a partnership with TikTok to stream clips and behind-the-scenes content aimed at younger audiences.
While the move could increase global engagement, it also risks undermining traditional broadcasters who depend on live-match advertising revenue to justify expensive rights packages.
