FIFA has turned down a $20 million bid from JioStar for the India media rights to the 2026 FIFA World Cup, according to a Reuters report, leaving the market without a confirmed broadcaster weeks ahead of the tournament’s June 11 start.
The governing body had initially sought around $100 million for the combined 2026 and 2030 rights in India but later revised expectations closer to previous deal levels. However, JioStar’s offer was considered too low.
The delay has created an unusual situation in a key market, raising concerns over potential reach if agreements are not finalised in time. China also remains without a confirmed broadcast partner, further impacting distribution across two of the sport’s largest audiences.
In India, Sony Group Corporation evaluated the opportunity but chose not to bid, citing limited commercial viability. Industry sources indicated that late-night match timings, due to the North America-hosted tournament, are expected to affect viewership and advertising revenues. Football continues to be a smaller advertising property in India compared to cricket, further influencing broadcaster interest.
Advertising market conditions, including a slowdown linked to geopolitical factors, have also contributed to cautious bidding strategies.
FIFA stated that negotiations in both India and China are ongoing and confidential, while confirming that rights agreements have been completed across more than 175 territories globally.
Despite the current deadlock, both markets remain significant for FIFA. India and China together accounted for over 22% of global digital streaming reach during the 2022 tournament. In the previous cycle, Reliance’s media arm had secured India rights for approximately $60 million, with the deal finalised well in advance of the event.
