FIFA is facing unexpected resistance in one of the world’s biggest media markets, as Indian broadcasters continue to shy away from purchasing rights for the FIFA World Cup 2026.
Initially, FIFA had set an ambitious price of around US$100 million for the combined rights to the 2026 and 2030 World Cups. However, due to a lack of interest, that figure was slashed significantly to about US$35–40 million — yet still no deal has been secured.
The hesitation from broadcasters stems from several key factors. One of the biggest challenges is timing — with the 2026 tournament taking place in the United States, Canada, and Mexico, most matches will air late at night or in the early morning for Indian audiences, reducing viewership potential.
Another major issue is financial prioritisation. Cricket continues to dominate India’s sports market, consuming a large share of broadcasting budgets. With massive investments already tied up in cricket properties, networks are reluctant to commit to another high-cost event with lower advertising flexibility.
Market dynamics have also shifted. The merger of major players like Star India and Viacom18 has reduced competition, leaving fewer bidders in the market and weakening FIFA’s negotiating position.
By comparison, the 2022 World Cup in Qatar was sold for around US$62 million in India, highlighting how much expectations — and market conditions — have changed.
With the tournament fast approaching, the situation raises uncertainty over how fans in India will watch the World Cup — and whether FIFA may need to rethink its pricing strategy even further to secure a broadcaster.
