đź“… May 16, 2026 | By Pulse India News Desk
As the countdown to the 2026 FIFA World Cup gathers pace, China has officially secured broadcasting rights for football’s biggest tournament — while India, one of the world’s largest television markets, is still without an official broadcaster.
According to international media reports, China Media Group (CMG), the country’s state broadcaster, has finalized a multi-tournament agreement with FIFA covering the 2026 FIFA World Cup, the 2030 edition, and upcoming Women’s World Cups. The development highlights China’s continued investment in global sporting events and sports media influence.
India, however, remains an unresolved market for FIFA.
Why India Has No Broadcaster Yet
Industry experts say negotiations between FIFA and Indian broadcasters have stalled primarily over the high valuation of media rights.
The 2026 FIFA World Cup will be the biggest in the tournament’s history, featuring 48 teams and 104 matches across the United States, Canada and Mexico. While the expanded format promises greater global reach, it has also significantly increased broadcasting costs.
Reports suggest FIFA initially sought a valuation close to $100 million for the Indian market. Broadcasters in India are believed to have considered the figure commercially risky, especially given football’s relatively smaller television audience compared to cricket.
Another major concern is match timing.
Most matches in the 2026 tournament are expected to take place late at night or early morning in India due to the North American hosting schedule. Broadcasters fear this could affect advertising revenues and overall viewership numbers.
China Moves Quickly
China’s swift agreement with FIFA reflects Beijing’s long-term strategy of expanding its global sports footprint.
The deal is also strategically important for FIFA because several of its major commercial sponsors, including Chinese brands such as Hisense, Lenovo and Mengniu, view the Chinese market as critical for global exposure.
Analysts believe securing China early was a priority for FIFA ahead of the expanded tournament.
Could India Still Get the World Cup?
Despite the delay, media industry observers believe India is still likely to get official coverage before the tournament begins.
Negotiations are reportedly continuing with major Indian broadcasters and streaming platforms. Companies linked to discussions include:
- Reliance Industries-backed JioHotstar
- Sony Group Corporation’s Sony Sports Network
- Public broadcaster Prasar Bharati
A petition has also reportedly been filed in the Delhi High Court seeking government intervention to ensure that the FIFA World Cup is made available to Indian audiences under “events of national importance” broadcasting rules.
A Growing Football Market
India may not yet rival Europe or South America in football viewership, but the sport’s popularity has steadily expanded over the past decade, particularly among younger audiences and digital viewers.
Major tournaments such as the FIFA World Cup, UEFA Champions League and the English Premier League regularly generate strong streaming numbers in urban India.
The absence of an official broadcaster this close to the tournament has therefore surprised many sports industry observers.
For now, Indian football fans remain in wait-and-watch mode, hoping a last-minute deal ensures the world’s biggest sporting spectacle reaches screens across the country.
