FIFA is reportedly struggling to sell broadcast rights for the 2026 and 2030 World Cups in India, even after reducing its asking price to between $35m and $40m.
The governing body had initially targeted around $100m for the two tournaments, but market conditions and broadcaster hesitation have forced a significant downward revision.
Cricket dominance limits demand
One of the key challenges is the dominance of cricket in the Indian sports media market, which continues to absorb the majority of broadcast spending and commercial focus.
With limited budget availability, broadcasters have been reluctant to commit large sums to football rights, particularly for events where viewing conditions are less favourable.
Timing challenges reduce value
Out of the 104 matches in the 2026 World Cup, only 13 are expected to kick off at prime time in India, with the majority scheduled overnight for local audiences. This significantly reduces the commercial appeal of the package.
Market consolidation adds pressure
The Indian media landscape has also become more concentrated following the merger of major players Viacom18 and Star, leaving fewer bidders capable of competing for premium rights.
Viacom18 previously acquired World Cup rights for the 2022 tournament in Qatar for around $62m, highlighting the declining willingness to match or exceed past valuations.
FIFA continues Asian rights push
Despite challenges in India, FIFA has made progress in other Asian markets, securing deals in countries including Japan, South Korea, Hong Kong, and Indonesia.
However, negotiations in the Indian subcontinent remain a key test of the organisation’s global media strategy ahead of the 2026 tournament.