FIFA IS FACING a major broadcast rights crisis ahead of the 2026 FIFA World Cup, with no confirmed deals in India and China, two of the world’s biggest markets.
A low bid from JioStar and delays in China have created a high-stakes commercial and distribution impasse just weeks before kickoff, a Reuters report said.
With the 2026 FIFA World Cup scheduled to begin on June 11, 2026, FIFA has yet to finalise broadcast agreements in India and China, an unusual and alarming situation at this stage. These two countries represent over one-third of the global population and a massive share of digital consumption. The delay leaves millions of fans at risk of missing the tournament if deals are not concluded soon. Historically, broadcast deals in major markets are signed months or even years in advance, making this delay unprecedented.
The Reliance-Disney JV has reportedly offered $20 million for India rights against FIFA’s earlier expectation of $100 million for the 2026 & 2030 cycle. This massive valuation gap has stalled negotiations. In contrast, 2022 World Cup rights in India were sold approximately 14 months in advance for about $60 million. It generated over 110 million digital viewers, showing strong reach but not necessarily strong monetisation. Sony, previously a major sports broadcaster, declined to bid, citing poor commercial viability.
Several structural factors are driving India’s weak bidding environment including late-night match timings (mostly post-midnight IST due to North American hosting) which drastically affects ad value. Football remains secondary to cricket in India’s sports economy and advertising slowdown linked to broader economic pressures has reduced spending appetite.
China’s situation is equally concerning as no broadcaster announced yet, despite being a historically early mover. State broadcaster CCTV typically secures rights well in advance, unlike the current delay. China accounted for 49.8% of global digital viewing hours during the 2022 World Cup. It has an estimated 200 million football fans, the largest globally. The absence of a deal here represents a major revenue and visibility risk for FIFA. Loss or delay in India and China deals could significantly reduce global broadcast revenues. Advertisers and sponsors depend on reach in these massive markets.
