The biggest festival in football is set to kick off in North America in just three weeks. Global excitement is already peaking around the FIFA World Cup 2026, especially as it might be Lionel Messi`s final appearance. Fans in India are currently facing sheer uncertainty and mounting frustration.
FIFA has not yet managed to sell the broadcasting rights for the tournament in the world`s most populous country.
No major television channel or OTT platform has stepped forward to secure the deal. The massive football craze in India was plainly visible during the 2022 Qatar World Cup. More than 75 million viewers enjoyed the matches across various platforms during that specific tournament. Reliance-owned JioCinema bought the rights for just $60 million and drew record-breaking viewership numbers during the final.
FIFA initially demanded around $100 million for the combined rights to the 2026 and 2030 World Cups. Buyers remain completely absent even after the governing body significantly reduced the asking price.
The highly inconvenient match schedule stands as the biggest hurdle for potential broadcasters.
India faces a massive 10 to 12-hour time difference with host nations the United States, Canada, and Mexico. Only 14 out of the 104 scheduled matches will kick off before midnight according to Indian Standard Time. Fans will even have to stay awake until 12:30 AM just to watch the tournament final.
The Indian sports market fundamentally revolves around domestic cricket.
The World Cup begins almost immediately after the conclusion of the IPL season. Major advertisers have already spent the bulk of their marketing budgets on domestic cricket matches. Broadcasters view spending huge amounts of money on late-night football games as a severe commercial risk.
Recent drops in broadcast rights values for the English Premier League and La Liga further highlight a downward trend in the local football market. Government regulations targeting fantasy sports apps have also significantly reduced cash flow within the broader sports entertainment sector.
Neighboring China recently signed a successful broadcasting agreement with FIFA.
Indian fans might have to rely entirely on the state-run Doordarshan channel if no private company purchases the rights. Many viewers will inevitably turn to illegal pirated streaming platforms if a proper solution is not reached soon.
