Rabat – With the 2026 FIFA World Cup approaching, the organization is still negotiating media rights in some of the world’s biggest markets.
Despite deals in more than 175 territories, FIFA has yet to secure agreements in India and China, raising questions about its strategy and valuation.
At recent business conferences, FIFA president Gianni Infantino has promoted football as “the official happiness provider to humanity since 1904.”
He argues that investing in FIFA means investing in joy, children, and the future. Yet behind the humor, the federation faces serious challenges: millions of fans in Asia may not have legal access to the tournament.
As of early May, FIFA had no confirmed deals in India, China, Pakistan, Bangladesh, Thailand, or Myanmar, plus several Caribbean nations.
🚨🚨| BREAKING: There is a major risk of total 𝐁𝐋𝐀𝐂𝐊𝐎𝐔𝐓 for fans in India and China as both countries remain 𝐖𝐈𝐓𝐇𝐎𝐔𝐓 broadcast deals for the 2026 World Cup just weeks before kick-off.
This is due to FIFA’s high demands of $100M for India and $300M for China. pic.twitter.com/bMZBToLxNu
— CentreGoals. (@centregoals) May 10, 2026
A late agreement in Bangladesh added coverage for about 200 million people, but large gaps remain.
India’s reluctance
Time zones and cricket complicate the Indian market. Matches in North America will kick off overnight in India, unlike Qatar 2022, which had favorable timings.
In 2022, Viacom18 paid $60 million for rights and streamed games free on JioCinema, attracting 23 million viewers by the final. But advertising revenue only reached $30 million, leaving a loss.
For 2026, FIFA initially asked for $100 million for a combined 2026/2030 package. Broadcasters balked.
Sony stayed quiet, while JioStar countered with just $20 million. With the Women’s T20 World Cup scheduled in June and July, Indian broadcasters are prioritizing cricket, which guarantees massive audiences and advertising returns.
China’s standoff
In China, the usual broadcaster, CCTV, has not agreed to FIFA’s terms. For Qatar 2022, China delivered huge audiences, accounting for nearly half of global digital viewing hours.
FIFA opened negotiations asking for more than $250 million, later dropping to $120 million, then $80 million. Still, no deal.
Experts say Chinese broadcasters see less value in overnight matches and are unwilling to pay inflated fees.
Sports rights veteran Michael Payne noted that FIFA has less leverage than it believes, especially with no Chinese team in the tournament.
Sponsorships, such as Mengniu’s campaign, are at risk if coverage is not secured.
Broader concerns
Analysts argue the issue is not only about kick-off times. Pierre Maes, a sports rights expert, says low bids reflect limited competition and questions about football’s popularity in these markets.
Others point to piracy, fragmented viewing habits, and broadcasters becoming more disciplined after years of inflated sports rights.
Dr. Paul Widdop of Manchester Metropolitan University suggests FIFA’s aura may be weakening.
Traditionally, broadcasters needed the World Cup more than FIFA needed them. But now, India and China appear comfortable challenging FIFA’s valuation model.
Some observers see a wider political context. Trade tensions between the US and both India and China have strained relations.
The 2026 World Cup, hosted in North America, is described as “the most American World Cup ever staged,” with expanded formats, celebrity shows, and dynamic pricing. Analysts suggest India and China may be pushing back against what they view as an American‑led model of monetization.
Financial stakes
For FIFA, the stakes are high. Media rights are expected to generate $5.3 billion in this cycle, about 40 percent of total revenues.
While matchday income is projected to rise sharply thanks to US ticket prices, broadcast deals remain the single largest source of revenue. Accepting lower fees in India and China could weaken FIFA’s leverage across Asia.
FIFA has signed a deal with TikTok to stream clips and behind‑the‑scenes content, aiming to reach younger audiences.
But this risks undermining traditional broadcasters, who rely on advertising during live matches.
The balance between digital exposure and financial returns is becoming harder to manage.
