World Cup Broadcast Concerns Rise for Fans in India and China

Millions of football fans in India and China could struggle to watch the upcoming FIFA World Cup, as negotiations over broadcasting rights remain unresolved just weeks before the tournament begins.

In India, talks between global football authority FIFA and potential broadcasters have reached a standstill. A joint venture between Reliance and Disney reportedly offered around $20 million for the rights to air the 2026 World Cup—far below FIFA’s expectations. Sources indicate that the offer was rejected, while Sony Group Corporation also chose not to submit a bid after discussions.

Meanwhile, there has been no official announcement regarding a broadcasting agreement in China, despite the country’s massive football audience. During the 2022 World Cup, China contributed nearly half of global digital and social media viewing hours, highlighting its importance as a key market.

FIFA confirmed that agreements have already been secured in more than 175 regions worldwide. However, discussions involving India and China are still ongoing, with the governing body stating that negotiations remain confidential at this stage.

The absence of confirmed deals in these two major markets is unusual, especially given that previous tournaments had broadcasting arrangements finalised well in advance. For example, China’s state broadcaster China Central Television had secured rights early for past World Cups and had already begun promotional campaigns weeks ahead of kickoff.

With the 2026 World Cup set to begin on June 11, the window to finalise agreements, establish broadcast operations, and secure advertising partnerships is rapidly closing.

Major Markets at Stake

India and China represent a significant share of the global football audience. Combined, they accounted for a substantial portion of both television and digital viewership during the 2022 tournament.

In India, FIFA had initially sought as much as $100 million for combined rights to the 2026 and 2030 World Cups. However, broadcasters appear reluctant to meet those expectations. Industry insiders suggest that factors such as late-night match timings—due to the tournament being hosted in North America—and football’s relatively smaller commercial appeal compared to cricket have influenced valuations.

The Reliance-Disney partnership, led by billionaire Mukesh Ambani, is believed to be leveraging its strong position in India’s media landscape to negotiate a lower price.

China, on the other hand, boasts an estimated 200 million football fans, the largest in the world. Despite this, the sport has struggled to achieve consistent domestic success, and commercial dynamics differ from other major markets.

Experts say the ongoing negotiations resemble a high-stakes endgame, with only a limited number of moves left before the deadline.

Unless agreements are reached soon, millions of fans across both nations could face limited or delayed access to one of the world’s biggest sporting events.