FIFA is racing the clock to secure broadcast deals in India and China as valuation gaps and weak broadcaster appetite threaten global reach just weeks before the 2026 World Cup.
FIFA is reportedly facing a $40m valuation gap in negotiations over Indian broadcast rights for the 2026 FIFA World Cup.
With the tournament in Canada, Mexico and the US now just five weeks away, no broadcast deals have been confirmed in either India or China, two of the most populous countries in the world.
FIFA has secured agreements in more than 175 territories, but discussions in India and China remain ongoing and confidential.
While the governing body has not shown signs of concern publicly, the situation is entering unfamiliar territory. For both the 2018 and 2022 tournaments, broadcasters in the two countries had secured rights months in advance, with promotional campaigns launched well before the opening match.
Why India and China are still without deals
In India, the gap between FIFA’s expectations and broadcaster valuations appears to be a larger issue.
A Reliance–Disney joint venture reportedly offered around $20m for the 2026 rights, significantly below FIFA’s initial asking price, which had been closer to $100m before being reduced.
Sources cited by Reuters suggest FIFA is still targeting a figure closer to previous deals, with the 2022 rights sold for around $60m more than a year before the tournament.
Sony, another contender in the Indian market, is also understood to have stepped away from negotiations after determining the deal didn’t make commercial sense.
Broadcasters are said to be cautious due to expected viewership challenges, with the 2026 tournament matches set to fall late at night for Indian audiences, and a lack of demand from advertisers because other sports like cricket are much more popular.
FIFA’s struggles to get a deal over the line in China aren’t as clear, though no official broadcaster has been confirmed, and state broadcaster CCTV, which has traditionally held the rights, has not made any announcement.
Who holds the power?
FIFA has described the 2026 World Cup as its biggest tournament yet, expanding the competition to 48 teams while introducing new commercial strategies, including dynamic ticket pricing.
While media agreements have been secured across most global markets, the lack of deals in India and China presents a significant gap. According to Reuters, the two countries accounted for 22.6% of global digital streaming reach during the 2022 World Cup.
The fact that negotiations remain in the air this close to the tournament suggests broadcasters may hold greater power in these markets. Whereas in regions where multiple broadcasters and streaming platforms compete aggressively for rights, FIFA has been able to command higher fees.
France offers a recent example of how competitive tension can influence the value of broadcast rights.
LFP Media had secured the rights for the 2026 World Cup for a reported fee of around €20m, with plans to broadcast all 104 matches through its Ligue 1+ platform. However, the situation changed when BeIN Media Group entered with an improved offer worth €60m covering both the 2026 and 2030 tournaments.
If FIFA is unable to secure a deal closer to its valuation, it could influence future rights discussions and broadcasters in other regions may begin to reassess the value of World Cup rights.
