FIFA struggles to sell India media rights for 2026 and 2030 World Cups
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FIFA has failed to find a buyer in India for the media rights to the 2026 and 2030 World Cups despite cutting the asking price by 65%.
According to a report by The Economic Times, FIFA reduced the valuation from about $100 million to $35 million, but broadcasters have still not agreed to a deal.
The drop is notable because Viacom18 paid $62 million for the rights to the 2022 World Cup in Qatar.
Industry executives say the main obstacle is the timing of the 2026 tournament, which will be hosted by the United States, Canada, and Mexico. Most matches are expected to be broadcast in India between 12.30 am and 7 am IST, sharply reducing advertising potential.
The merger of Star India and Viacom18 has also reduced competition in the market. The combined broadcaster, JioStar, is now seen as the dominant bidder and is reportedly valuing the rights closer to $25 million.
Broadcasters also see football as less attractive than cricket because it offers fewer opportunities for advertisements during live matches. Unlike cricket, football has only one scheduled break at half-time.
The difficulty in selling the World Cup rights comes as Indian football faces a wider commercial slowdown. The media rights value of the Indian Super League has fallen from Rs 275 crore per year at its peak to Rs 8.62 crore for the 2025-26 season.
By comparison, the Indian Premier League remains far more valuable. A single IPL match is estimated to be worth around Rs 118 crore, more than the value of the entire ISL season.
Industry executives believe FIFA may eventually secure a late deal at a lower price, possibly near $25 million, or turn to a digital-first model through sublicensing and streaming platforms.