India, China World Cup broadcast deals remain unresolved as FIFA tournament nears

NEW DELHI: Fans in India and China may face uncertainty in watching the upcoming World Cup as broadcast rights negotiations remain unresolved in both countries with the tournament just weeks away.

In India, a Reliance-Disney joint venture has offered around $20 million for the 2026 World Cup broadcast rights, significantly lower than FIFA’s valuation, according to sources familiar with the talks. The offer has not been accepted, and FIFA has reportedly pushed back against the figure. Sony, which previously held discussions, has also decided not to bid, citing economic concerns.

FIFA initially sought around $100 million for India rights across the 2026 and 2030 tournaments but has yet to reach an agreement. The delay is unusual given past World Cups, where broadcast deals were finalized well in advance.

In China, meanwhile, no official broadcast deal has been announced. The absence of an agreement is notable given the country’s large football audience and its significant global viewership share during the 2022 World Cup.

FIFA did not respond to requests for comment, while Reliance-Disney and Sony also declined to comment.

The 2026 World Cup begins on June 11, leaving limited time for broadcast agreements, advertising arrangements, and distribution infrastructure to be finalized in two of the world’s largest media markets.

In previous tournaments, China’s state broadcaster CCTV secured rights early and aired promotional content weeks ahead of kickoff. However, no similar confirmation has been made this time.

Industry sources say football’s commercial value in India remains limited compared to cricket, while time-zone differences with the U.S., Canada, and Mexico—hosts of the tournament—may further reduce viewership potential.

Despite strong football fan bases in both countries, the ongoing deadlock highlights commercial challenges in securing media rights for global sporting events in emerging markets.