FIFA has turned down a joint venture bid from Reliance and Disney, which offered $20 million for the broadcast rights to the 2026 FIFA World Cup in India. This bid represents only a small fraction of what FIFA was reportedly asking for. As a result, millions of football fans in India may find themselves unable to watch the tournament, which is set to commence on June 11, 2026.

Reports indicate that discussions regarding media rights have also included Sony, which ultimately chose not to submit a bid for the costly rights. China has similarly been indecisive about acquiring the rights, despite its significant viewership numbers. FIFA has indicated that negotiations for rights in both India and China are ongoing and remain confidential at this point.

Broadcasting Landscape in India

The absence of a confirmed broadcaster for the FIFA World Cup in India as of now is notable, especially considering the precedents set in prior tournaments. In the last two World Cups, hosted in 2018 and 2022, China’s state broadcaster CCTV secured its rights well in advance, ensuring promotional content was aired weeks ahead of the events. In contrast, India’s current situation lacks clarity regarding broadcast arrangements.

During the 2022 World Cup, India achieved a 2.9 per cent reach in global linear television viewership, while China accounted for 17.7 per cent. Together, these countries constituted 22.6 per cent of the global digital streaming audience for that event. However, with less than five weeks remaining until the tournament begins, the need for a swift agreement and the necessary infrastructure for broadcasting has become urgent.

FIFA is said to have initially sought $100 million for broadcast rights not only for the 2026 tournament but also for the 2030 edition. In 2022, Reliance’s standalone media division acquired the rights for approximately $60 million, a deal confirmed about 14 months prior to the event in Qatar. Currently, FIFA seems to be aiming for a figure close to what was offered in the last edition while expressing dissatisfaction with the latest offer from Reliance-Disney.

Market Dynamics and Future Considerations

Reliance and Disney’s joint venture aims to solidify its position in India’s media landscape, particularly given their substantial investments in cricket broadcasting. The relatively low bid from Reliance-Disney may reflect their expectations regarding audience numbers for the World Cup, primarily due to the matches being hosted in North America. Most matches are expected to broadcast late at night in India, potentially limiting viewer engagement.

While India has a significant football fanbase, the challenges in securing broadcasting rights remain. China, boasting around 200 million football enthusiasts, faces its own hurdles in developing competitive national teams. Behind this reality lies an approach that restricts player selection to a narrow pool, hindering the growth of the sport at a professional level.

The rejection of Reliance-Disney’s bid highlights the complexities involved in negotiating media rights for high-profile events like the FIFA World Cup. With the clock ticking down to the tournament start date, both Reliance-Disney and FIFA must navigate the landscape to reach an agreement that would ensure widespread access for the millions of passionate football fans in India.

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