FIFA's bid to sell 2026 World Cup broadcast rights in India stalls as bidders offer around $20 million, far below FIFA's $35 million target amid a tough market.
FIFA's high revenue targets for the 2026 World Cup are meeting strong resistance in India.
The global football body is reportedly seeking over $35 million for bundled broadcast rights covering both the 2026 and 2030 tournaments.
This figure is significantly higher than the roughly $60 million Viacom18 paid for the 2022 rights, which were secured 14 months early.
However, current negotiations show a stark difference, with Reliance-Disney's joint venture JioStar reportedly offering around $20 million.
Sony has opted out, finding the economics unfavorable.
These drawn-out talks suggest a gap between FIFA's expectations and the current financial reality of India's media market.
Broadcasting revenue accounts for nearly 90% of FIFA's income, projected to reach $3.9 billion for the 2026 event.
The Indian media market has changed considerably since 2022, shifting from rapid growth to a strong focus on profitability.
This shift is worsened by a weaker advertising market and major regulatory changes.
For instance, a ban on real-money gaming ads expected in August 2025 alone removes an estimated INR 4,500 crore ($540 million) from annual ad spending.
This ban drastically shrank the gaming sector and left a void in sports advertising.
General economic uncertainty and government policies also create a complex environment for advertisers.
Media companies are now under immense pressure to show profits, making them far more cautious about buying high-value sports rights.
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