Mumbai: FIFA is facing a reality check in India, with media rights for the 2026 and 2030 World Cups yet to find takers amid a broader correction in the sports broadcasting market.
The slowdown follows consolidation among broadcasters and persistent monetisation challenges, according to people aware of the matter.
FIFA launched the sales process in July 2025 but has so far failed to secure a buyer, even with the 2026 tournament set to begin on June 11. The governing body has cut its asking price from $100 million to $35 million, officials said, requesting anonymity.
JioStar, the incumbent rights holder, is understood to have valued the rights at around $25 million for the two editions. Its predecessor, Viacom18, paid $62 million (Rs 450 crore) in 2021 for the 2022 World Cup in Qatar. The 2026 edition will be co-hosted by Canada, Mexico and the United States.
Industry experts attribute the correction to structural factors. The merger of Star India and Viacom18 has reduced competitive intensity, leaving fewer serious bidders for premium sports rights. Sony Pictures Networks India, which holds UEFA Champions League rights, is also taking a cautious approach to sports acquisitions amid profitability pressures and a strategic shift towards entertainment.
Other players, including Dream Sports-owned FanCode and Warner Bros. Discovery-owned Eurosport, have limited appetite for high-value deals. This leaves global bodies such as FIFA largely reliant on JioStar, which dominates sports broadcasting through Star Sports and JioHotstar.FIFA is also understood to have approached Zee Entertainment Enterprises, which is preparing to launch sports channels and currently broadcasts the International League T20.
JioStar and FIFA declined to comment till press time.
