Updated; April 12, 2026
Indian football enthusiasts are anxious about the FIFA World Cup 2026, with just two months to go before the tournament kicks off on June 11. The media rights for the event remain unsold, raising concerns about live coverage availability in India.
The media rights sale process began in June 2025, but FIFA hasn’t found any buyers. Initially, FIFA valued the combined media rights for the 2026 and 2030 World Cups at $100 million, later reducing it to $35 million due to limited interest.
For context, Viacom18 secured the 2022 World Cup broadcast rights in Qatar for $62 million (Rs 450 crore). Replicating such a deal seems unlikely now. Several factors contribute to this decline in interest, including reduced competition after Star India and Viacom18 merged into JioStar.
Broadcasters like Sony Sports, Eurosport, and FanCode are hesitant to commit to high-value deals. Cricket’s dominance in India’s sports broadcasting budgets also plays a significant role, as broadcasters have invested heavily in cricket media rights.
Commercial considerations are another hurdle. Football offers fewer ad breaks compared to cricket, limiting revenue potential. The tournament’s location across the US, Canada, and Mexico means matches will air late at night or early morning in India, reducing live audience numbers and impacting ad returns.
These factors combined are making broadcasters cautious about investing in FIFA World Cup 2026 media rights. As a result, Indian fans might struggle to access live coverage.
The situation reflects broader shifts in Indian sports broadcasting, marked by market consolidation and cricket’s commercial dominance. With the tournament approaching, the uncertainty remains unresolved.
Edited By: Kimbawinu Vaiphei
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