The expanded 48-team tournament kicks off on June 11, starting with the opening match between Mexico and South Africa at the Estadio Azteca. However, with just over a month left until the 104-match event begins, the lack of broadcasting agreements in China and India presents a problem for FIFA, Hindustan Times reported.
Despite neither nation’s team qualifying, the World Cup’s appeal in both markets is undeniable. During the 2022 World Cup, China alone accounted for nearly 50% of the total global viewing hours on digital and social platforms. Media reach in China and India was 1.16 billion and 746 million people, respectively, which accounted for nearly 22% of the world’s total.
The World Cup trophy on display. Photo by AFP |
FIFA has successfully signed broadcasting agreements in over 175 countries and territories globally, but has yet to finalize deals with these two major media powerhouses.
According to ReutersFIFA initially sought US$100 million for the rights in India. They reportedly rejected a $20 million offer from the Reliance-Disney joint venture, deeming the price drop far below the expected price. Sony also held discussions but has not submitted a formal bid.
The situation in China is similar. State-run broadcaster CCTV, which holds the exclusive right to negotiate World Cup deals and secured rights well in advance for previous editions, has not reached a new agreement, Gulf News reported.
According to Beijing DailyFIFA is demanding a staggering amount between $250 million and $300 million for the World Cup rights in China, while CCTV’s maximum offer was reportedly only $80 million. The Chinese broadcaster argued that their national team’s failure to qualify for the sixth consecutive time and the fact that most matches will air in the early morning justify the significantly lower ask.
Recently, FIFA released a statement confirming that media rights discussions in China and India are ongoing and must remain confidential.
However, time is running out. The delay leaves barely five weeks to finalize contracts, set up broadcasting infrastructure and sell advertisements.
According to ChosunChinese sponsors have already invested $500 million in this World Cup.
If an agreement cannot be reached, it risks an unprecedented World Cup blackout for nearly 3 billion people, and FIFA’s future marketing power will also be significantly affected.
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