Shillong, April 17: With the FIFA World Cup 2026 ready for kickoff in June, uncertainty continues to cloud its broadcast in India, raising the real possibility that fans across the country could miss watching the tournament live.
In an unusual and worrying development, no television or digital platform has yet come forward to acquire the media rights.
Despite FIFA initiating the sales process as early as mid-2025, the market has shown little to no interest, leaving the tournament without an official broadcaster in India.
FIFA had initially valued the combined media rights for the 2026 and 2030 editions at $100 million. However, in an effort to attract buyers, the asking price was later slashed to $35 million. Even at this significantly reduced valuation, broadcasters have remained reluctant to bid.
The contrast with the previous edition is striking. For the FIFA World Cup 2022, Viacom18 secured rights for $62 million, reflecting the tournament’s strong commercial pull at the time. Replicating such a deal now appears increasingly unlikely.
A major factor behind the lack of interest is the consolidation within India’s sports media industry. The merger of Star India and Viacom18 into JioStar has effectively reduced competition, leaving fewer serious bidders in the market. With limited rivalry, the urgency to secure high-value global properties has waned.
Financial constraints have also played a decisive role. Broadcasters have already committed substantial sums to cricket, particularly for properties linked to the International Cricket Council and the Board of Control for Cricket in India. These heavy investments have tightened budgets, making additional spending on football rights harder to justify.
Logistical challenges further complicate the equation. Matches hosted across the United States, Canada and Mexico will air at late-night or early-morning hours in India, likely impacting live viewership and, by extension, advertising revenue. Unlike cricket, football also offers limited opportunities for commercial breaks, reducing revenue potential for ad-driven broadcasters.
For now, the situation remains unresolved and Indians could miss watching FIFA World Cup 2026 Live.
