New Delhi/Beijing: Football fans in India and China may face uncertainty over watching the upcoming FIFA World Cup, with broadcast rights still unresolved just weeks before the tournament begins.
In India, a Reliance-Disney joint venture has reportedly offered around $20 million for the 2026 World Cup rights—far below FIFA’s earlier expectations—leading to a deadlock in negotiations. Sources indicated that the global football body is not willing to accept the significantly reduced bid, despite having already lowered its initial demand.
Sony, which had also explored the possibility of acquiring rights, has opted out, citing a lack of commercial viability. Industry insiders suggest that the late-night timing of matches, due to the tournament being hosted in the United States, Canada and Mexico, could dampen viewership in India.
The situation is equally unclear in China, where no official broadcaster has been announced so far. This marks a departure from previous tournaments, where state broadcaster CCTV had secured rights well in advance and begun promotions early.
The absence of confirmed deals in two of the world’s most populous countries is unusual at this stage, especially given their significant contribution to global viewership. During the 2022 World Cup, China and India together accounted for a substantial share of digital streaming audiences worldwide.
With the tournament set to kick off on June 11, broadcasters face a narrowing window to finalise agreements, establish infrastructure and secure advertising revenue.
Analysts say football still remains a niche sport in India compared to cricket, and current economic pressures have further affected advertising potential, complicating negotiations.
