India still without 2026 FIFA World Cup broadcast deal as kickoff nears

With a little over three weeks to kickoff, FIFA has yet to confirm a broadcaster or streaming partner for the 2026 World Cup in India. The absence of a rights holder puts access to the tournament at risk for one of the sport’s biggest fan bases. Industry observers point to late-night kickoffs for Indian viewers and a cautious advertising market following a heavy cricket season as key hurdles. No agreement has been announced for the territory.

The time-zone gap between India and the host nations — the United States, Canada and Mexico — means most matches would start after midnight in India. Only 14 of the tournament’s 104 games are set to begin before midnight for Indian audiences, limiting prime-time inventory for broadcasters and advertisers. By contrast, 98.4% of matches in 2018 and 82.5% in 2022 kicked off before midnight in India. The 2026 final in New Jersey on 19 July is scheduled to begin at 12:30am India time (19:00 GMT).

FIFA initially sought around $100 million for India’s media rights covering the 2026 tournament, according to industry figures. The asking price has reportedly been reduced, but no buyer has emerged so far. For the 2022 World Cup, Reliance’s Jio acquired rights for about $60 million, while Sony Sports secured the 2014 and 2018 editions for roughly $90 million. Executives say the current late-start schedule weakens the case for both linear TV and premium digital monetisation.

India remains a major World Cup audience. FIFA figures from 2022 show the country ranked second globally in overall engagement, with more than 745 million fans following across platforms. On television, India drew nearly 84 million viewers during the tournament. Digital audiences were also significant: the final alone drew an estimated 32 million viewers on JioCinema, while the platform logged roughly 40 billion minutes of watch time across the event.

Late kickoffs shrink prime-time audience

Analysts note that the 10–12 hour time difference from many North American venues moves marquee fixtures out of India’s evening peak. That reduces addressable reach for advertisers, particularly in a market where cricket dominates and prime-time ad budgets are typically committed to the Indian Premier League. The 2026 IPL season is set to finish about 10 days before the World Cup, concentrating spend earlier in the calendar and making late-night football slots harder to monetise.

Market participants also point to tightened marketing outlays in the sports entertainment sector. A recent government ban on fantasy real-money betting apps has, according to industry executives, removed a category that had become a meaningful contributor to sponsorship and ad spend. Combined with late-night scheduling, that has tempered appetite among potential bidders.

Rights pricing and buyer hesitation

The downward trend in football rights values in India underscores the hesitation. The English Premier League’s rights, sold for about $145 million for 2013–16, were reportedly awarded for roughly $65 million for 2025–28. There have been no major takers for La Liga packages in recent cycles. Against that backdrop, a nine-figure price for the World Cup — even after reductions — has proven difficult to clear.

While some platforms can offset timing challenges with on-demand highlights and delayed telecasts, advertisers typically pay a premium for live, concurrent viewership. That dynamic, executives say, is especially tough to achieve when most games kick off well past midnight in India. Broadcasters also weigh production, marketing and distribution costs against the narrower overnight reach.

Fan interest and legal pressure in India

The lack of a confirmed rights holder has already drawn public scrutiny. A lawyer and football fan has filed a plea with the Delhi High Court arguing that the absence of broadcast access infringes upon fundamental rights, according to court filings. The petition underscores how popular the tournament has become in India despite the national team not featuring.

FIFA’s challenge is to secure a deal that preserves reach in a market with demonstrated interest while reflecting the commercial realities of late-night scheduling. Any agreement would need to balance price, distribution across TV and digital, and advertiser confidence in overnight audiences.

Negotiations could continue up to the opening match. If no rights holder is confirmed before kickoff, millions of Indian fans risk losing legal access to live coverage of football’s biggest event.