Fifa is still struggling to secure television and media rights agreements in several major markets with days before the 2026 World Cup raising concerns.
Although FIFA has completed broadcasting deals in more than 175 territories, negotiations remain unresolved in countries including India and China, two of the largest media markets in the world. Agreements are also missing in Pakistan, Thailand, Myanmar and several Caribbean nations, while a late arrangement in Bangladesh only recently restored coverage for around 200 million people.
The delays come despite FIFA president Gianni Infantino’s efforts to present the organisation as a global force for optimism and unity. Speaking at business conferences, he has described football as “the official happiness provider to humanity since 1904.” He has also argued that backing FIFA means investing in “joy, children, and the future.”
Behind that message, however, FIFA is confronting growing resistance from broadcasters who appear unwilling to meet the governing body’s financial expectations.
In India, broadcasters are hesitant partly because of scheduling concerns. Matches during the North American tournament will largely be played overnight for Indian audiences, unlike the 2022 World Cup in Qatar, which benefited from more favourable viewing times.
The previous tournament attracted strong audience numbers in India after Viacom18 paid $60m for rights and streamed matches free on JioCinema. By the time of the final, viewership had reached 23 million. Despite those figures, advertising revenue reportedly totalled only about $30m, resulting in financial losses.
For the next two World Cups, FIFA initially sought around $100m for a combined 2026 and 2030 rights package. Indian broadcasters reportedly considered the figure too high. Sony has yet to make a public move, while JioStar is said to have offered only $20m.
Broadcasters in India are also focused on cricket, which continues to dominate the country’s sports market. The Women’s T20 World Cup is scheduled during June and July, offering networks a competition expected to guarantee stronger audiences and advertising returns than overnight football broadcasts.
In China, FIFA has encountered similar difficulties. State broadcaster CCTV, traditionally the home of the World Cup in the country, has not accepted FIFA’s proposed terms.
China was one of the largest audiences for the Qatar tournament, accounting for almost half of worldwide digital viewing hours. FIFA initially opened negotiations for the 2026 competition seeking more than $250m, before reportedly reducing its expectations first to $120m and later to $80m. No agreement has yet been reached.
Industry observers say Chinese broadcasters see less commercial value in matches played during the night and early morning. Sports rights expert Michael Payne suggested FIFA may have overestimated its bargaining position, particularly as China’s national team has again failed to qualify for the tournament.
The absence of a deal could also affect sponsors linked to the competition. Companies such as Mengniu invested heavily in World Cup marketing campaigns tied to television exposure.
Some analysts believe the issue goes beyond time zones. Pierre Maes, a specialist in sports media rights, argued that the lower bids reflect both weaker competition between broadcasters and uncertainty over football’s long-term popularity in some Asian markets.
Others point to changing viewing habits, increasing piracy and a more cautious approach from broadcasters after years of expensive sports rights deals.
Dr Paul Widdop of Manchester Metropolitan University said the current negotiations suggest FIFA’s traditional dominance in media talks may be weakening. In previous years, broadcasters often felt they needed the World Cup more than FIFA needed them. According to Dr Widdop, markets such as India and China now appear increasingly prepared to challenge FIFA’s pricing model.
Some commentators have also linked the dispute to wider political and economic tensions. Relations between the United States and both India and China have become more strained because of trade disagreements, while the 2026 tournament — hosted across North America — has been described by analysts as “the most American World Cup ever staged.”
The expanded competition format, celebrity entertainment and dynamic ticket pricing have led some observers to argue that broadcasters in Asia may be resisting what they see as an American-led commercial model.
For FIFA, the financial implications are significant. Broadcasting rights are expected to generate around $5.3bn during the current commercial cycle, accounting for roughly 40% of the organisation’s total revenues.
Although income from ticket sales is expected to rise sharply because of high prices in the United States, television and streaming agreements remain FIFA’s largest source of revenue.
The governing body has also attempted to attract younger audiences through a partnership with TikTok, which will provide clips and behind-the-scenes content from the tournament. However, some analysts warn that increasing digital exposure could weaken traditional broadcasters, whose business models depend heavily on advertising linked to live coverage.
As negotiations continue, FIFA faces mounting pressure to strike a balance between maximising revenues and ensuring the tournament remains accessible to hundreds of millions of viewers worldwide.
