With just a month to go for the start of the FIFA World Cup 2026, a cloud of uncertainty hangs over millions of fans across Asia, raising a critical question — will nearly one-third of the global population be able to watch football’s biggest spectacle?Swathes of football-crazy regions, including India, China and Thailand, are yet to finalise broadcast rights for the tournament, which kicks off on June 11 in North America. The delay has sparked concern that hundreds of millions could miss out, even as the World Cup expands to a record 48 teams and 104 matches.
Late-night kick-offs, high costs stall dealsOne of the biggest stumbling blocks is timing. With matches hosted in the United States, Canada and Mexico, games will air at unfavourable hours in Asia. The opening match — and even the final — is scheduled for 3:00 am in Beijing and Shanghai, and 12:30 am in New Delhi.Sandeep Goyal, chairman of Rediffusion, told AFP he was “privy to some discussions” between FIFA and Indian broadcasters. “The first problem is of match timings,” he said.“The bigger, better matches are at 12:30 am or 3:30 am. A few at 6:30 am. Except die-hard soccer fans, match viewership is likely to be low in India. Therefore monetisation opportunities for the channels come down massively,” Goyal added.According to him, India’s largest media conglomerate, JioStar, has offered around $20 million for the rights — far below FIFA’s reported initial expectation of $100 million for combined 2026 and 2030 rights.“The final deal is likely to close at much lower than what FIFA is looking for,” Goyal said.Governments step in as pressure mountsThe situation is similar in China, where no deal has been announced yet despite massive interest. The country accounted for nearly half of global digital World Cup viewing hours during the 2022 edition, underlining the scale of potential impact.In Thailand, the issue has even reached political levels. Prime Minister Anutin Charnvirakul assured fans that they would not miss out, saying, “Previous governments ensured free access to the World Cup, and my administration should not be an exception.”Malaysia, however, has confirmed coverage, offering some relief in the region.“Deals will be reached,” say expertsDespite the uncertainty, experts believe a blackout remains unlikely. James Walton of Deloitte Asia Pacific told AFP that such delays are common.“This happens every cycle… broadcasters want the best deal as they balance cost against advertising revenue,” he said. “The reality is that it’s almost unthinkable for most countries to not show the World Cup.”Walton added that governments and FIFA alike have strong incentives to ensure maximum reach, warning that lack of access could even fuel piracy.FIFA, meanwhile, said it has already secured broadcast agreements in more than 175 countries, with talks in remaining markets ongoing.
