Sports
Why Indian broadcasters hesitant to buy FIFA WC 2026, 2030 media rights? | FIFA World Cup 2022
JioStar front runners so far
JioStar, formed after the merger of Star India and Viacom18, is currently the leading contender, valuing the rights at around $25 million for both editions. Its predecessor, Viacom18, had paid $62 million for the 2022 World Cup. Currency fluctuations, particularly a stronger US dollar, have further increased costs for broadcasters dealing with dollar-denominated rights.
Let us try to find out why is this the case in a country where football is consistently growing interest among the young generation –
Consolidation reduces competition
The merger of Star India and Viacom18 has dramatically reduced competition, leaving fewer serious bidders. Sony Sports, Eurosport, and FanCode have also shown limited appetite for high-value sports rights, citing profitability concerns and strategic priorities. Even Zee Entertainment, exploring sports channels, is yet to enter high-value deals.
Cricket’s dominance and budget constraints
For a comparison to that of cricket media rights, the ongoing IPL media rights cycle for 2023–2027 is worth ₹48,390 crore, which averages around ₹9,678 crore per year. This breaks down to roughly ₹118 crore ($14.61 million) for each match.
Unfavourable match timings
FIFA World Cup 2026 matches will be held across the US, Canada, and Mexico, meaning games will air late at night or early morning in India. These inconvenient timings are expected to lower live viewership, further diminishing ad revenue potential.
Football’s fragmented audience
While football is India’s second-most popular sport with over 300 million fans, the viewership is highly concentrated in metros and regions like Kerala, Goa, and the Northeast. This fragmented audience makes it harder to attract mass-market advertising.
Declining rights values across leagues
The hesitation is part of a broader trend. Premier League media rights have fallen from $145 million (2013-16) to $65 million (2025–28). Similarly, Indian Super League (ISL) rights dropped from Rs 275 crore to Rs 8.62 crore in one season. Bundesliga, La Liga, and UEFA competitions have also seen declining valuations in India.
Structural changes in India’s sports media market, the dominance of cricket, fragmented football viewership, limited ad inventory, and unfavorable match timings together explain why broadcasters remain cautious about investing in FIFA World Cup 2026 and 2030 media rights. Despite football’s popularity, these factors make it a high-risk proposition for Indian buyers.
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