Representative image (AP Photo) With just a month to go until the start of the 2026 FIFA World Cup, a cloud of uncertainty hangs over millions of fans across Asia, raising a critical question – will almost one-third of the world’s population be able to watch football’s greatest spectacle?Bands of football-mad regions, including India, China and Thailand, are yet to finalize broadcast rights for the tournament, which begins on June 11 in North America. The delay raised fears that hundreds of millions could come in even as the World Cup expands to a record 48 teams and 104 matches.
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How Sawan Barwal broke India’s longest running record and still wanted moreLate night digs, high storefront costsOne of the biggest stumbling blocks is timing. Matches held in the United States, Canada and Mexico will be televised at inconvenient times in Asia. The opening match – and even the final – is scheduled for 3am in Beijing and Shanghai and 12.30pm in Delhi.Sandeep Goyal, chairman of Rediffusion, told AFP he was “in the know of some discussions” between FIFA and Indian broadcasters. “The first problem is the timing of the matches,” he said.“The bigger and better matches are at 12:30 or 3:30. A few at 6:30. Apart from the die-hard football fans, viewership for the matches in India is likely to be low. Hence, the monetization opportunities for the channels are coming down massively,” Goyal added.According to him, India’s biggest media conglomerate JioStar offered around $20 million for the rights – far below FIFA’s initial expectation of $100 million for the combined rights for 2026 and 2030.“The final deal is likely to be done at a much lower price than FIFA is looking for,” Goyal said.As pressure mounts, governments interveneThe situation is similar in China, where despite massive interest, no deal has yet been announced. The country accounted for almost half the viewing hours of the global digital World Cup during the 2022 edition, underscoring the scale of the potential impact.In Thailand, this problem has even reached the political level. Prime Minister Anutin Charnvirakul assured fans they would not miss out, saying: “Previous governments have ensured free access to the World Cup and my administration should not be an exception.”However, Malaysia has confirmed coverage, offering some relief in the region.“An agreement will be reached,” experts sayDespite the uncertainty, experts believe a blackout is unlikely. Deloitte Asia Pacific’s James Walton told AFP such delays were common.“This happens every cycle … broadcasters want the best deal as they balance costs and advertising revenue,” he said. “The reality is that it is almost unthinkable for most countries not to show the World Cup.”Walton added that both governments and FIFA have strong incentives to ensure maximum reach, and warned that a lack of access could even encourage piracy.Meanwhile, FIFA said it had already secured broadcast deals in more than 175 countries, with negotiations continuing in the remaining markets.
