The FIFA World Cup 2026 is just over a month away, but millions of football fans in India still do not know where they will be able to watch the tournament. The uncertainty continues because JioHotstar and FIFA have reportedly failed to finalise a deal for the tournament’s broadcast rights in India.
According to a Reuters report, negotiations between both sides are still ongoing, but major differences over pricing continue to delay an agreement.
JioHotstar Offered Much Lower Amount for FIFA Rights
Reuters reported that JioHotstar offered around $20 million for the Indian broadcast rights of the 2026 World Cup. However, FIFA reportedly considered the amount too low and did not accept the proposal.
Sources familiar with the discussions said FIFA initially wanted nearly $100 million for the broadcast rights of both the 2026 and 2030 World Cups in India. During the 2022 FIFA World Cup in Qatar, Jio Cinema reportedly paid around $60 million for the rights nearly 14 months before the tournament started.
“FIFA is looking for a similar amount for this edition of the tournament,” a FIFA source told Reuters.
FIFA World Cup 2026 Faces Commercial Challenges in India
Reports suggested that FIFA later reduced its asking price from the earlier $100 million demand. However, the organisation still remained unwilling to accept Reliance’s $20 million offer. Several factors reportedly influenced JioHotstar’s lower bid.
The matches will take place in the United States, Canada and Mexico. Because of the time difference, many games will air in India after midnight, which could reduce television viewership and advertising revenues. At the same time, the ongoing Iran conflict and slowdown in advertising spending have also reportedly affected broadcaster interest.
“Football is a niche segment in India,” one source said.
Sony Group Corporation Also Declined FIFA Broadcast Deal
The Reuters report also stated that Sony Group Corporation held discussions with FIFA regarding the Indian broadcast rights. However, Sony reportedly decided not to make an offer because the deal did not make financial sense for the company.
The development has increased uncertainty over whether Indian viewers will get proper television and streaming access to the tournament before kickoff.
Experts Say FIFA and Broadcasters Still Negotiating
Despite the delay, industry experts believe negotiations are still alive. Rohit Potphode, managing partner for sports at advertising agency Dentsu India, said discussions were continuing between both sides.
“Not much time is left but I won't call it a stalemate. It's more like we are at the end of a chess game with a couple of moves left,” he told Reuters.
FIFA Yet to Finalise China Broadcast Deal
India is not the only major market where FIFA still lacks a confirmed broadcaster. The Reuters report added that China also does not yet have a confirmed broadcast partner for the 2026 World Cup.
State broadcaster CCTV had secured rights early for previous tournaments in 2018 and 2022, but has not done so this time. FIFA acknowledged the ongoing negotiations and said talks in both India and China remain confidential.
“Discussions in China and India regarding the sale of media rights for the FIFA World Cup 2026 are ongoing and must remain confidential at this stage,” FIFA said in a statement.
The organisation also confirmed that it has already finalised broadcasting agreements in more than 175 territories worldwide ahead of the tournament, which begins on June 11.