Fifa has not yet finalised broadcast rights agreements for the upcoming World Cup with India and China, potentially leaving millions of fans in the world's two most populous nations unable to watch the tournament. With the 2026 tournament commencing on 11 June, only five weeks remain for deals to be struck, broadcast infrastructure to be established, and advertising inventory to be sold, creating significant uncertainty.
India's Broadcast Stalemate
In India, a joint venture between Reliance and Disney reportedly offered $20 million for the 2026 World Cup rights, a figure deemed unacceptable by Fifa. The global football governing body had initially sought $100 million for broadcast rights covering both the 2026 and 2030 World Cups. Sources indicate that Reliance-Disney anticipates lower World Cup viewership in India due to the host nations—the United States, Canada, and Mexico—meaning most matches will air past midnight local time. Additionally, football's niche status compared to cricket in India further dampens the commercial appeal.
China's Unusual Silence
China, despite accounting for nearly half of all digital and social platform viewing hours globally during the 2022 World Cup, has also not announced a broadcast agreement. This is highly unusual given past practices of securing rights well in advance. The lack of a deal raises concerns that Chinese fans may be unable to access the tournament legally.
Time Running Out
With the World Cup just weeks away, the absence of broadcast deals in these massive markets poses a significant challenge for Fifa. The organisation must now work swiftly to bridge the gap between its valuation and what broadcasters are willing to pay. Failure to do so could result in a historic blackout for billions of potential viewers.
