With the 2026 FIFA World Cup just weeks away, two of the tournament’s biggest potential audiences are still in limbo. Millions of fans in India and China may not have a way to watch, as broadcast deals remain unresolved unusually late in the cycle.
There has been no announcement of a rights agreement in China or India — a gap that stands out given their scale. China alone accounted for 49.8 percent of global viewing hours on digital and social platforms during the 2022 tournament, according to FIFA.
The governing body says it has secured broadcast agreements in at least 175 territories worldwide, but negotiations in these two markets are still ongoing.
“Discussions in China and India regarding the sale of media rights for the FIFA World Cup 2026 are ongoing and must remain confidential at this stage,” FIFA said in a statement to Reuters.
At this point in the calendar, the uncertainty is atypical. In previous cycles — including 2018 and 2022 — China’s state broadcaster CCTV had already locked in rights well ahead of kickoff, rolling out promotional campaigns and sponsor-backed advertising weeks in advance.
Now, with the tournament set to begin on June 11, the window is tightening. Any agreement would need to be followed almost immediately by technical setup, distribution planning and ad sales — all under compressed timelines.
For FIFA, the issue is less about filling gaps on a global map and more about securing access in two of the largest media markets in the world. Without deals in place, a significant share of the tournament’s potential audience could be left on the sidelines.
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