India is close to finalising broadcast rights for the 2026 FIFA World Cup, with Zee now emerging as a strong contender alongside Jio to secure the television and digital rights for the tournament from FIFA. According to The Indian Express, FIFA recently held meetings with executives from both Indian broadcasters, with Zee preparing a return to the sports broadcasting space after Sony and FanCode chose not to enter the fray. The deal is reportedly valued between $30-35 million and would secure access to television and digital audiences across the country for the tournament, with an official announcement expected next week once the agreement is formally signed. The timing of these developments comes at a critical juncture as no official broadcaster has been named for India for the 2026 FIFA World Cup, which begins on June 11. FIFA's potential loss of the Indian market prompted the governing body to send its executives to India to negotiate in person.
While Jio, which aired the 2022 World Cup, has stuck to its valuation of $20 million, Zee has emerged as a strong contender after the market dynamics shifted significantly. FIFA had initially quoted close to $100 million for rights to the 2026 and 2030 editions combined, but has since slashed expectations to nearly $35 million amid weak market interest. The final deal is expected to be in the $35 million range and would include the 2026 and 2030 men's World Cups. Industry estimates suggest the 2022 World Cup in Qatar was reportedly acquired for around ₹480 crore ($60 million), with broadcasters struggling to recover even half the investment through advertising revenues, making FIFA's initial asking price commercially unviable for major players. Times of India reports that Reliance-Disney joint venture JioStar had valued the FIFA rights for the upcoming 48-team competition at $20 million, a figure not agreeable for FIFA.
The 2026 FIFA World Cup will be jointly hosted by the United States, Canada and Mexico, marking the first edition to feature 48 teams and 104 matches. This represents a significant expansion from the previous format, which featured 32 teams and 64 matches. The tournament will be the biggest World Cup in the competition's history, with the increased team participation and match count ensuring comprehensive coverage for Indian audiences. However, nearly 90 per cent of the 104 matches will be played between midnight and 6 am IST, creating challenging timing for advertisers, especially with India not featuring in the tournament. The 2026 FIFA World Cup is set to be played in the USA, Canada and Mexico, with games scheduled when most of India will be sleeping, adding to the commercial challenges for broadcasters.
In March, Zee Entertainment decided to revise its entertainment offerings on linear TV and rebranded that into sports genre. The company has filed a trademark request for Unite8 Sports - its own sports offering, with plans to launch seven channels under this bouquet: Unite8 Sports, Unite8 Sports 1, Unite8 Sports 2, Unite8 Sports 1 HD, Unite8 Sports 1 HD Hindi, Unite8 Sports 2 HD and Unite8 Sports 2 HD Hindi. According to Times of India, the Reference Interconnect Offer (RIO) that followed placed the planned sports entities against Star and Sony Sports channels in the competitive set. This strategic rebranding positions Zee as a serious contender for the FIFA World Cup broadcast rights, aligning with the company's broader sports broadcasting ambitions.
Despite the national team's struggles in international football, India continues to be an important market for global football broadcasters. Football viewership in the country has grown steadily over the years, driven by strong interest in European leagues and FIFA World Cup coverage. Cities such as Kolkata, Kochi, Goa and Bengaluru remain major football hubs with large followings, making India a key market for FIFA's global broadcast strategy. India is the last major market for which FIFA is yet to secure broadcasting rights, with the governing body having recently signed a deal with CCTV to show the event on the Chinese mainland. The China Media Group recently acquired FIFA rights for $60 million, reportedly the same figure FIFA is now agreeing to for the Indian market.
The race for broadcast rights comes at a time when Indian football continues to face on-field and structural challenges. India's men's national team has slipped in the FIFA rankings following a difficult run of results, while issues related to grassroots development, governance and competitive depth remain under focus within the domestic football ecosystem. This contrasts with the positive developments in securing broadcast rights for the expanded tournament format, though the timing challenges of matches during late-night hours present additional commercial hurdles for broadcasters. The 2026 FIFA World Cup will be played when most of India will be sleeping, adding to the commercial challenges for broadcasters.
