FIFA World Cup 2026: Why India Still Lacks a Broadcaster

With weeks to go before the FIFA Men's World Cup 2026 begins across the United States, Canada and Mexico, FIFA is still without a broadcast or streaming partner in India, one of the world's largest media markets. The delay is unusual for a sporting event of this scale and reflects a broader shift in the economics of sports broadcasting, as media companies increasingly prioritise profitability over expensive audience acquisition. Who broadcast the previous World Cup in India? The FIFA World Cup Qatar 2022 was broadcast in India by Viacom18. Matches aired on Sports18 television channels and streamed on JioCinema, which had made the tournament freely available online as part of its push into sports streaming. At the time, Viacom18 reportedly acquired the rights for roughly $60 million. The tournament delivered strong viewership in India despite the national team not participating. Reuters reported that the 2022 edition reached around 84 million viewers in the country. Since then, however, India's sports broadcasting landscape has changed significantly. Following the merger of Reliance-backed Viacom18 and Disney Star India assets into JioStar, the market now has fewer major bidders competing for premium sports properties. Why has no deal been signed yet? The primary issue appears to be valuation. Reuters reported that FIFA initially sought nearly $100 million for the India rights package covering both the 2026 and 2030 World Cups. JioStar, however, reportedly offered around $20 million