SPORTS DESK – With the FIFA World Cup just one month away, a broadcast rights “stalemate” in India and China has left millions of football fans worried about whether they will be able to watch the tournament live.
The Bidding Deadlock in India
According to reports, Reliance Industries and The Walt Disney Company offered approximately $20 million to FIFA for the broadcasting rights in India.
However, world football’s governing body rejected the offer, deeming the amount insufficient.
While Sony Group Corporation was part of the initial discussions, they have yet to submit a formal proposal, leaving the broadcast future in the “cricket-mad” nation unclear.
Silence in China
A similar situation is unfolding in China. For the 2018 and 2022 editions, state broadcaster China Central Television (CCTV) secured rights and began promotions well in advance.
This year, despite the tournament being on the horizon, no agreement between FIFA and any Chinese entity has been finalized.
Why India and China Matter to FIFA
The commercial success of the World Cup relies heavily on these two nations. Data from the 2022 World Cup highlights their significance:
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China accounted for 17.7% of the global TV audience.
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India contributed 2.9% of the global TV audience.
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Together, they represented 22.6% of the world’s digital streaming audience.
While FIFA has already closed deals in over 175 regions, the impasse in these two major markets remains a significant concern.
Challenges and the “Endgame”
Experts suggest that because the matches in the USA, Canada, and Mexico will air late at night in India, broadcasters fear lower viewership.
Furthermore, football’s commercial appeal in India still struggles to compete with cricket.
With the tournament set to kick off on June 11, time is running out to prepare infrastructure and activate the advertising market. Despite the pressure, Rohit Potphode, Sports Partner at Dentsu India, remains optimistic.
He described the situation not as a total deadlock, but as “the final moves in a game of chess”.
Global Viewership Contribution (2022 World Cup)
| Region | Global TV Audience Share | Digital Streaming Share |
| China | 17.7% | Combined 22.6% |
| India | 2.9% | Combined 22.6% |
| Others | 79.4% | 77.4% |