Just weeks before the kickoff of the 2026 FIFA World Cup, broadcast rights negotiations in two of football’s biggest markets – India and China – remain unresolved, creating uncertainty for millions of fans.
According to reports, a joint venture between Reliance Industries and The Walt Disney Company has offered nearly $20 million for India’s rights, a figure reportedly far below FIFA’s revised expectations. The governing body had initially sought close to $100 million before lowering its asking price.
Meanwhile, Sony Group Corporation is said to have evaluated the opportunity but chose not to place a bid, citing limited commercial returns. The hesitation reflects broader concerns around monetisation, especially with most matches expected to air late at night in India due to time-zone differences.
The lack of confirmed broadcasters at this stage is highly unusual. For previous editions, including the 2018 and 2022 World Cups, rights deals in both markets were locked in well ahead of the tournament, allowing broadcasters ample time for promotion and ad sales planning.
FIFA has stated that discussions remain ongoing and confidential, even as media rights have already been secured across more than 175 global territories.
While football continues to hold niche status compared to cricket in India, China remains one of FIFA’s strongest digital audiences, contributing significantly to online engagement during the 2022 edition.
The tournament, hosted across United States, Canada, and Mexico, begins on June 11.
With India and China accounting for over 22% of global digital streaming reach during the last World Cup, securing these broadcast deals is critical for FIFA’s commercial ambitions and global audience scale.
