With the FIFA World Cup 2026 just over a month away, a cloud of uncertainty hangs over millions of fans across Asia, raising an important question — will nearly a third of the world’s population get to watch football’s greatest spectacle?Several parts of the soccer-mad region, including India, China and Thailand, are yet to finalize broadcast rights for the tournament, which will begin on June 11 in North America. The delay has sparked concerns that hundreds of millions of people could miss out, even as the World Cup expands to a record 48 teams and 104 matches.
Late night kick offs, great value stall dealsOne of the biggest obstacles is time. Games in Asia will be broadcast at inconvenient times, with matches being held in the United States, Canada and Mexico. The opening matches – and also the final – are scheduled for 3:00 am in Beijing and Shanghai and 12:30 pm in New Delhi.ReddyFusion chairman Sandeep Goyal told AFP he was “privileged on some discussions” between FIFA and Indian broadcasters. He said that the first problem is the timing of the match.“The bigger, better matches are at 12:30 am or 3:30 am. Some at 6:30 am. Apart from die-hard football fans, match viewership in India is likely to be low. So the monetization opportunities for channels are largely reduced,” Goyal added.According to him, JioStar, India’s largest media group, has offered around $20 million for the rights – far below FIFA’s initial expectation of $100 million for the combined 2026 and 2030 rights.“The final deal is likely to close at much lower than what FIFA is looking for,” Goyal said.Governments are stepping in as pressure mounts.The situation is similar in China, where no deal has yet been announced despite widespread interest. The country accounted for almost half of global digital World Cup viewing times during the 2022 edition, highlighting the scale of the potential impact.In Thailand, this matter has reached the political level. Prime Minister Anutin Charnvirkol assured fans 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.Experts say that ‘deals will be settled.Despite the uncertainty, experts believe a blackout is unlikely. Deloitte Asia Pacific’s James Walton told AFP that such delays are common.“It happens in every era … broadcasters want the best deal as they balance costs against advertising revenue,” he said. “The reality is that it is almost unthinkable for most countries not to show the World Cup.”Walton added that governments and FIFA alike have strong incentives to ensure maximum access, warning that a lack of access could fuel piracy.FIFA, meanwhile, said it had already secured broadcasting contracts in more than 175 countries, with negotiations ongoing in the remaining markets.
