KUALA LUMPUR – FIFA’s hefty RM200 million price tag for 2026 World Cup broadcast rights has not only rattled smaller markets like Malaysia but is now also proving too steep for global superpower China, which risks entering the tournament without a confirmed broadcaster.
According to a report by Reuters, negotiations over broadcast rights in key Asian markets, including China, remain unresolved, with no agreement finalised despite FIFA’s valuation expectations, raising questions over whether major territories are willing to commit at the required level.
China’s situation is particularly striking given its scale as one of the biggest football viewership markets in the world.
FIFA data cited by Reuters showed China accounted for nearly 49.8% of global viewing hours on digital and social platforms during the 2022 World Cup, making it one of the most influential consumption markets globally.
Despite that dominance, no broadcaster in China has officially secured rights for the 2026 edition. Traditionally, state broadcaster CCTV would have locked in the deal well in advance, followed by months of promotional build-up, advertising sales, and nationwide programming around the tournament.
“In past tournaments, CCTV would already be airing promotional content and securing sponsorship activations weeks before kickoff,” the report noted.
However, that cycle has not materialised this time, with just weeks remaining before the June 11 kickoff across the United States, Canada and Mexico.
The absence of a confirmed deal at this stage is highly unusual for China, a market that previously delivered nearly 18% of global linear TV reach and more than 20% of digital streaming reach during the 2022 World Cup.
Industry observers cited in the report say the delay reflects a combination of commercial caution and shifting media economics, with broadcasters increasingly reluctant to commit large guaranteed fees in a fragmented digital environment.
China’s domestic football ecosystem has also struggled to translate its vast audience base into sustained elite sporting success, which some analysts say impacts long-term commercial appetite.
The situation is not isolated to China.
In India, a Reliance–Disney joint venture has reportedly offered around 110 million rupees (about RM 4.5 million ) for the rights, far below FIFA’s expectations.
Sony, which previously held the rights, has also opted not to bid, with sources saying the economics no longer make sense for broadcasters.
Across Asia, the broader trend points to a recalibration of World Cup broadcasting value, particularly in markets where football competes with dominant domestic sports and where late-night kick-off times are expected to reduce live viewership.
In Malaysia, the uncertainty has also raised concerns over potential economic losses linked to broadcast absence.
Previously, Scoop reported that Malaysia could risk up to RM300 million in economic impact if the 2026 World Cup is not broadcast locally, with economists divided on the scale of advertising and consumer spending losses.
There are also reports that noted that while there are market sources suggesting Telekom Malaysia could potentially play a role in facilitating or securing broadcast access, no agreement has been confirmed so far, leaving the situation unresolved.
With the tournament fast approaching, the lack of confirmed broadcast partners in key Asian markets underscores growing tension between FIFA’s high-value rights strategy and broadcaster willingness to pay in an increasingly fragmented and cost-sensitive global media landscape. - May 5, 2026
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