New Delhi: With the FIFA World Cup 2026 set to begin in just over a month, uncertainty over broadcast rights in major markets like India and China has raised concerns that millions of fans could miss the tournament.
Negotiations for television and digital rights in both countries remain unresolved, an unusual situation given their massive contribution to global viewership. In India, a joint venture involving Reliance Industries and The Walt Disney Company reportedly offered around $20 million for the rights. However, this figure falls significantly short of expectations set by FIFA, which is believed to be seeking a much higher valuation.
Meanwhile, Sony Group Corporation explored the opportunity but did not submit a formal bid. As a result, the Indian market remains without a confirmed broadcaster, just weeks before the tournament begins.
The situation in China is similarly uncertain, with no official deal announced so far. This is particularly notable given the country’s massive engagement during the last edition, where it accounted for nearly half of global digital and social media viewing hours. In previous tournaments, rights agreements were finalised well in advance, allowing broadcasters to launch promotional campaigns and secure advertising partnerships.
The delay has sparked concern within the industry, as both India and China represent a substantial share of the global audience. During the 2022 tournament, the two nations together contributed a significant portion of total digital streaming reach, underlining their importance to the event’s global footprint.
With only weeks remaining before kickoff, time is running short to finalise agreements, establish broadcast infrastructure, and roll out promotions. If unresolved, the situation could leave a large segment of the global football audience without access to one of the sport’s biggest events.
