No broadcaster for FIFA World Cup in India — A bad sign for football?

With just under two months to go before one of the year’s biggest global events, the FIFA World Cup, there is still no confirmed broadcaster in India. For a country that has steadily grown into one of the largest sports consumption markets in the world, India currently stands out as the only major territory yet to secure a television or digital partner for football's biggest global spectacle.

The situation is particularly striking when viewed through a historical lens.

The World Cup first appeared on Indian television screens in 1982, albeit limited to the semifinals and final, before being broadcast in full from the 1986 edition onwards.

At the heart of the issue lies the economics of broadcasting rights. FIFA’s initial asking price for the combined India rights for the 2026 and 2030 editions reportedly stood at $100 million.

However, in response to lukewarm interest, the figure was sharply revised downward to around $35 million. Even at this reduced valuation, no broadcaster has stepped forward.

In contrast, just for a single Indian Premier League match, the broadcast rights were sold for $13 million in the 2023-27 cycle.

A major factor dampening enthusiasm is the timing of matches. With the 2026 tournament set to be hosted across North America, time zone differences pose a significant challenge for Indian audiences.

The majority of the early matches are expected to begin between 11.30 pm and 12.30 am IST, while many games will commence deep into the night.

Some fixtures will even kick off in the early morning hours, between 6.30 am and 9.30 am.

Late-night broadcasts traditionally attract lower advertising rates, and brands may hesitate to invest heavily in slots that do not guarantee mass viewership.

The ripple effects extend beyond just television ratings. Major global tournaments like the FIFA World Cup typically energise a parallel economy; restaurants, bars, fan parks, and community screenings thrive during such events.

However, with matches scheduled at inconvenient hours, this ecosystem was, in any case, at a natural disadvantage.

Additionally, broadcasters may find it difficult to justify elaborate studio programming, a key component of sports coverage, given the limited audience engagement expected during odd hours.

Concerns over the timing of matches may not be a phenomenon restricted to international football, a sport with limited global participation by Indians.

Even the most popular sport, cricket, had a lukewarm response during the 2007 Cricket World Cup held in the West Indies, with matches concluding well into the late-night and early-morning hours.

 India's early exit from the group stage after playing only three games further compounded the problem, leading to a sharp decline in viewership for the rest of the tournament. 

India has never played the FIFA World Cup, meaning that global stars and traditional footballing nations largely drive viewership.

Over the years, the World Cup has nonetheless built a loyal following in India, cutting across regions and demographics.

However, the expanded format of the 2026 edition, with an increase from 32 to 48 teams and 40 extra matches, introduces new complexities.

While greater inclusivity is a positive step globally, it may dilute the overall competitiveness of early-stage fixtures, especially those involving less prominent teams.

Combined with inconvenient timings, this could make it harder to sustain viewer interest throughout the tournament, even if matches by the round of 16 onwards can get exciting.

The broader football broadcasting ecosystem in India also paints a concerning picture. Domestic television coverage of major European leagues has declined.

Competitions like the English Premier League and the Bundesliga are shown live, while leagues such as La Liga and Serie A currently lack television broadcasters in the country.

This trend suggests a cooling of commercial interest in football properties, even as digital consumption continues to grow. Yet, it would be premature to interpret the current situation as a definitive decline of football in India.

The World Cup occupies a unique position in the global sporting calendar. It transcends club loyalties and regional preferences, drawing in casual viewers who may not follow the sport regularly.

Importantly, the tournament will take place in June (and run into July), a period when schools and colleges across India are typically on vacation.

This timing has historically allowed younger audiences to engage deeply with the World Cup, often shaping lifelong sporting interests.

For many fans, their earliest memories of football are tied to late-night World Cup screenings during summer holidays.

There may be a glimmer of hope in that the Government of India has recognised the FIFA World Cup as an event of national importance, with the opening game, semifinals, and final to be broadcast on the national broadcaster Doordarshan.

Before the 2002 World Cup, the first ever shown on satellite television, the World Cup was broadcast on Doordarshan in India.

Despite the current uncertainty, there remains cautious optimism. Historically, high-profile sporting events in India have often found broadcast partners closer to their start dates, once commercial terms become more favourable.

The same could happen with the 2026 World Cup. Whether through television, digital streaming, or a combination of both, it is hoped that a solution will emerge before the tournament begins.

However, if no broadcaster ultimately steps forward, it would represent a significant setback for football fans in India.

The absence of the World Cup from mainstream platforms would not only limit access but also risk eroding the sport's hard-earned gains in popularity.

For a generation that grew up watching the drama of the World Cup unfold every four years, such a scenario would be deeply disappointing.

Shakya Mitra is a sports management consultant with over a decade of experience in sports promotion and development.

His work across both the private and government sectors gives him a well-rounded view of India’s sports ecosystem.