With the FIFA World Cup set to kick off in North America this June, excitement is building—but for billions of fans in Asia, the dream of watching live could be slipping away. Despite the tournament expanding to 48 teams and 104 matches, major broadcasters in China and India, home to a combined 2.8 billion people, have yet to secure the rights to air the games.
The opening match on June 11 will see Mexico take on South Africa at the iconic Estadio Azteca in Mexico City, but for fans in countries like Pakistan, Bangladesh, Thailand, and Myanmar, the action may remain off-screen. FIFA has confirmed broadcasting deals in over 175 territories, but these key Asian markets remain unsigned—a stark contrast to the 2022 World Cup, where China alone accounted for 17.7% of global linear TV reach, drawing 510 million viewers, while India contributed another 84 million.
Why the hold-up? The price gap is significant. In India, a joint venture between Reliance and Disney offered just $20 million for TV rights, far below FIFA’s initial $100 million asking price, which has since been lowered. Sony showed interest but never submitted a formal bid. In China, state broadcaster CCTV—which aired the 2018 and 2022 tournaments—hasn't reached a deal either. Reports suggest FIFA initially sought $300 million for Chinese rights before slashing the price in half, yet no agreement followed.
Timing plays a major role. Most matches in North America will kick off in the middle of the night across China and India, drastically cutting their commercial appeal. Meanwhile, Indian broadcasters are saving their budgets for more lucrative opportunities, like the upcoming Indian Premier League and the Women's T20 Cricket World Cup—both of which draw larger, more engaged audiences in the region.
Neither China nor India has a team in this year’s tournament—China failed to qualify, and India has never made a World Cup appearance—but both nations boast passionate football followings. If a deal isn't struck soon, millions of fans could be left in the dark, missing out on what promises to be a historic World Cup. For now, the ball is in FIFA’s court—and the clock is ticking.