Mumbai, April 9, 2026 – In a major setback for FIFA, the global football governing body has failed to find a single buyer for the Indian subcontinent broadcasting Media Rights of the 2026 FIFA World Cup and 2030 FIFA World Cups — even after slashing the asking price from $100 million to just $35 million.
According to a report by ET, the sales process that began in July 2025 remains completely stalled.
This marks the first time in recent memory that FIFA has struggled so badly to sell rights in one of the world’s largest football-viewing markets.
Why India Is a Tough Sell Right Now
The Indian sports broadcasting market is going through a rough patch. Advertising revenue has taken a hit due to regulatory changes, especially the ban on certain real-money gaming ads. Broadcasters are being extremely cautious with big-ticket spends.
JioStar (the current rights holder for previous cycles) was expected to be the frontrunner, but even they have not closed the deal yet. Sony and a few smaller OTT players showed initial interest, but no formal bids have materialised at the reduced price.
One senior industry executive, speaking on condition of anonymity, told reporters: “$35 million for two World Cups sounds cheap, but the return on investment is uncertain right now. With the ad market squeezed, no one wants to take a big risk.”
What This Means for Indian Fans
If no deal is finalised soon, millions of Indian fans could face limited or delayed access to live matches of the 2026 World Cup (co-hosted by USA, Canada, and Mexico).
In previous tournaments, fans enjoyed extensive coverage on TV and digital platforms. This time, there’s a real possibility that:
- Matches may only be available on FIFA’s own streaming platform (FIFA+)
- Or through expensive international streaming services
- Or not at all in high quality on Indian TV
This would be a huge disappointment for a country with over 500 million football fans and one of the fastest-growing digital audiences in the world.
FIFA’s Perspective
FIFA has not issued an official comment on the India situation yet. However, sources close to the governing body say they are “in advanced negotiations” with a few parties and remain confident a deal will be done before the tournament kicks off on June 11, 2026.
The price cut itself is a rare move from FIFA, signalling that the organisation is willing to be flexible to ensure the World Cup reaches as many fans as possible.
The Bigger Picture
This development comes at a time when FIFA is celebrating record media rights sales in other Asian markets like Japan, Indonesia, South Korea, and Singapore.
India, however, stands out as the only major football market where the rights are still unsold.
With just over two months to go until the World Cup begins, the clock is ticking for both FIFA and potential Indian broadcasters.
Why has no broadcaster bought the 2026 World Cup rights in India yet?
The Indian sports broadcasting market is currently struggling due to low advertising revenue and new government rules on gaming ads. Even after FIFA drastically reduced the price to $35 million for two World Cups (2026 + 2030), broadcasters are still not confident about making profit.
How much did FIFA originally ask for?
FIFA initially wanted around $100 million. They have now slashed the price to $35 million (for both 2026 and 2030 tournaments combined), but there are still no takers.
Which companies were in talks?
JioStar (current rights holder for previous cycles) and Sony were the main interested parties. However, no formal bid has been submitted yet.
What will happen if no deal is signed before June 2026?
Indian fans may have to watch matches only on FIFA’s own streaming app (FIFA+) or expensive international platforms. High-quality TV coverage on Indian channels could be limited or delayed.
Is this the first time India has faced this issue?
Yes. In previous World Cups, rights were sold easily and at higher prices. This is the first time FIFA has struggled so badly to sell rights in one of the world’s biggest football-viewing countries.
When can we expect a final decision?
FIFA says “advanced negotiations” are ongoing. A deal is expected in the next few weeks, but with the tournament starting on 11 June 2026, time is running out.
