Fifa has finalised a broadcasting agreement for the 2026 World Cup in India, partnering with Zee Entertainment just days before the tournament begins. The deal resolves the availability of the event in one of the last major markets where rights remained unsold, averting a potential blackout for Indian viewers.
Deal Details
While financial terms were not disclosed, Fifa had initially sought approximately $100 million for the India package covering the 2026 and 2030 World Cups before reducing its asking price to $60 million, as previously reported by Reuters. The agreement provides Zee a crucial entry into India's competitive sports broadcast sector, currently dominated by the Reliance-Disney joint venture JioStar, which holds rights for major events like the Indian Premier League.
Market Impact
The announcement, made just ten days before the tournament kicks off across the United States, Canada, and Mexico on 11 June, saw Zee's shares rise by approximately 7%. Previous attempts to secure a broadcaster faced hurdles. JioStar, which aired the 2022 World Cup via its predecessor Viacom18, had offered about $20 million for the rights but was rejected by Fifa. Sony, which held rights for the 2014 and 2018 tournaments, held discussions but did not bid.
Time Zone Challenges
Viacom18 paid about $60 million for rights to the 2022 World Cup, which was hosted in Qatar in time zones far more favourable for Indian audiences. Most of this year's matches will be screened late at night in India due to the time difference, something that dampened broadcaster appetite and complicated Fifa's sales efforts.
Comprehensive Agreement
This comprehensive agreement extends beyond the 2026 men's tournament, encompassing 39 Fifa events over eight years through 2034, including the 2027 Women's World Cup, according to a joint statement by Fifa and Zee. India will not be competing at the World Cup, which is set to feature 48 teams for the first time in its history.
Tournament Schedule
The action will get underway on 11 June when co-hosts Mexico face South Africa in a repeat of the first game of the 2010 World Cup. There are due to be over 100 matches across the next five-and-a-half weeks after that, with the final set to be played in New Jersey, USA, on 19 July.
