Broadcast deals for the World Cup broadcast rights remain unresolved in major Asian markets, including China, India and Thailand, with the 2026 FIFA World Cup set to begin on June 11.
The tournament, co-hosted by the United States, Canada and Mexico, will open when Mexico face South Africa. Match timings in Asia have complicated negotiations, with the opening match and final scheduled for 3:00 am in Beijing and Shanghai and 11:30 am in Pakistan.
Sandeep Goyal, chairman of advertising agency Rediffusion, told AFP that late-night match slots could weaken Indian viewership and reduce monetisation opportunities for broadcasters. He said JioStar had offered $20 million for the rights, while Sony did not submit an offer.
Indian media said FIFA had initially sought $100 million for the 2026 and 2030 World Cup rights package. Goyal said the final agreement was likely to close below FIFA’s target.
China has also not announced a broadcast deal, despite FIFA saying the country accounted for 49.8% of global viewing hours on digital and social platforms during the 2022 World Cup in Qatar.
Thailand has no confirmed deal after its National Broadcasting and Telecommunications Commission removed the World Cup from its “must-have” free-to-air list last year. Prime Minister Anutin Charnvirakul told reporters his government should ensure fans do not miss the tournament.
Malaysia’s communications ministry said Radio Televisyen Malaysia and Unifi TV will show the tournament. FIFA told AFP it had signed broadcast agreements in more than 175 countries and that talks in remaining markets were continuing.
James Walton, sports business leader at Deloitte Asia Pacific, told AFP that deals were likely because FIFA and governments would want broad coverage for football’s biggest event.
