With just one month to go until the 2026 World Cup in the United States, Canada, and Mexico, broadcast rights in mainland China have yet to be finalized. FIFA continues to paint a picture of the “highest-grossing” World Cup in history, with soaring rights fees, increasingly expensive tickets, and a staggering $13 billion revenue cycle. However, the response from the Chinese market is growing increasingly lukewarm.
China’s absence from the tournament, punishing time zone differences, the fading of iconic superstars, and the dilution of quality due to the expanded format have all contributed. The World Cup, which once inspired fans to stay up all night, take time off work, and gather around televisions, seems to have lost its former significance in China.
According to multiple reports, FIFA aims to bundle the 2026 and 2030 World Cup rights for a total asking price close to $600 million. China Central Television’s (CCTV) budget is reportedly around $500 million, leaving a significant gap. Earlier rumors suggested FIFA’s initial demand was as high as $1 billion before negotiations brought it down. To break the deadlock, several FIFA officials, including Secretary General Mattias Grafström and media rights director Jean-Christophe Petit, are set to travel to Beijing for further talks. FIFA President Gianni Infantino is also expected to visit China soon, with a deal potentially announced in mid-to-late May.
Beyond the price tag, a deeper issue is the growing disconnect between FIFA’s belief that the World Cup will only become more valuable and China’s waning enthusiasm. The expansion from 32 to 48 teams has increased the number of matches from 64 to 104, theoretically expanding commercial opportunities. But for many ordinary viewers, the added matches often feature lopsided contests rather than classic encounters. Seasoned fans like Ren Li, who has watched since 1998, note that they would rather see familiar powerhouses like Italy, even if they are in a rebuilding phase, than obscure teams that sneaked in through expansion. The biggest blow, however, is that China’s national team once again failed to qualify, despite the expanded field.
For Chinese fans who don’t follow football regularly, the absence is no longer news but a distant disappointment. This cooling public sentiment has directly impacted the broadcast rights market. After news of the stalemate broke, a flood of online comments declared, “Don’t buy it, then.” In contrast, Japan and South Korea have already secured rights at approximately $230 million and $125 million, respectively, reflecting the value of a competitive national team.
Compounding the problem is the unfavorable time difference for Asian viewers. Many crucial matches—such as France vs. Norway, England vs. Croatia, and Netherlands vs. Japan—kick off at 3 or 4 a.m. Beijing time. This “anti-human” schedule deters even the most dedicated casual viewers. Similar struggles with broadcast rights are occurring in India, Thailand, and Malaysia, all of which face time zone issues and lack a national team in the tournament. In India, Reliance Group and Disney jointly bid $20 million, but FIFA’s combined asking price for the 2026 and 2030 tournaments was $100 million. Talks have continued, but no deal is signed.
Despite the difficulties, industry insiders believe a deal with China will eventually be reached, because FIFA cannot afford to lose the world’s two most populous markets. These countries provide massive social media buzz and viewership numbers. During the 2022 Qatar World Cup, China alone accounted for 49.8% of global viewing time on social and digital platforms. This digital engagement is crucial for maintaining the World Cup’s commercial appeal for future sponsors and advertisers.
The ripple effects of the delayed rights deal are already visible. World Cup-related marketing campaigns have been unusually quiet this year. Brands like Adidas, Lenovo, Hisense, and Mengniu, which are official sponsors, have made few promotional moves. A veteran media reporter noted
