World Cup 2026: India and China broadcast rights still unresolved weeks before kickoff

Lead

With less than six weeks until the 2026 FIFA World Cup kicks off on June 11, broadcast deals for two of the world's largest football audiences remain unsigned. India and China, which together account for roughly one-third of the global population, have yet to finalise agreements with FIFA for the rights to air the tournament, according to multiple reports.

FIFA confirmed to the BBC and Reuters that discussions are ongoing but declined to provide details. "Discussions in China and India regarding the sale of media rights for the FIFA World Cup 2026 are ongoing and must remain confidential at this stage," the organisation said.

Coverage comparison

Reporting from Al Jazeera, the BBC, and Deutsche Welle converges on the core facts: India and China are without confirmed broadcast deals, and negotiations are reportedly stalled over costs and scheduling. Al Jazeera noted that FIFA has reached agreements with broadcasters in at least 175 territories, while the BBC reported that 180 territories have completed deals — a discrepancy likely reflecting the timing of announcements.

Deutsche Welle went further in its analysis, framing the impasse as partly rooted in FIFA's misunderstanding of the Indian market, especially given cricket's dominance and the limited number of potential bidders. The BBC highlighted specific figures for China, reporting that FIFA's initial offer to state broadcaster CCTV was as high as $300 million, later reduced to between $120 million and $150 million, according to state-controlled newspaper Beijing Daily.

All outlets agreed on the broader context: in previous World Cups, Chinese broadcaster CCTV secured rights well in advance, making this year's delay notable. The 2022 tournament in Qatar, for example, saw CCTV sign an exclusive deal announced in November 2017 for both the 2018 and 2022 editions.

Key Claims

• India and China face uncertainty over World Cup broadcasts. This is the central claim across all reports, attributed to ongoing negotiations. FIFA has not publicly commented on the specific reasons for the delay.

• FIFA has completed deals with 175 to 180 territories. Al Jazeera cited 175 territories based on a statement to Reuters; the BBC reported 180. The discrepancy likely reflects updated figures, but both outlets indicate that only a handful of markets, including India and China, remain unsigned.

• Cost disputes are a major sticking point. The BBC reported that FIFA's initial asking price for CCTV was reportedly $300 million, later lowered to $120–$150 million, per Beijing Daily. Deutsche Welle noted that in India, broadcasters rely more on advertising revenue than subscriptions, limiting their willingness to pay high fees.

• Time zones affect viewer engagement. Deutsche Welle and the BBC both noted that matches in North America will air in the early hours for fans in China and India, potentially reducing viewership and advertising value.

• China's non-qualification may reduce interest. Beijing Daily, as cited by the BBC, said that because China has not qualified for the tournament, there may be less domestic enthusiasm.

• Cricket's dominance in India is a factor. Deutsche Welle quoted sports lawyer Nandan Kamath, who said that the FIFA World Cup would "not be in the top two rights" sold in India, where cricket, particularly the Indian Premier League, dominates the sports broadcasting landscape.

Perspectives

FIFA's position: FIFA has not publicly discussed the specific fees or obstacles, but its terse statement to Reuters and the BBC indicates that talks are active and confidential. The organisation has previously shown flexibility in pricing, as evidenced by the reported reduction for CCTV.

Indian broadcasters' view: As reported by Deutsche Welle, Indian broadcasters like Viacom18 (now part of JioStar after the Reliance-Disney merger) and Sony are the only serious bidders. Kamath explained that the market "is a brute force market" driven by numbers rather than willingness to pay, and that subscription prices in India are far lower than in Western markets, making it hard for broadcasters to justify high rights fees.

Chinese state media perspective: Beijing Daily, a state-controlled newspaper, has commented on the high cost relative to CCTV's budget and the reduced interest due to China's absence from the tournament. The time-zone difference is also cited as a factor that could diminish audience numbers.

As the tournament approaches, the window for finalising deals is closing. Broadcasters need time to set up infrastructure, sell advertising, and promote the event. The lack of agreements with two such large markets is unusual for FIFA, which typically secures rights far in advance. Whether a last-minute compromise emerges remains to be seen, but for now, millions of fans in India and China are left waiting to learn if and how they will watch the world's biggest football event.