Zee has turned FIFA into a subscription engine, advertising platform: Ajit Varghese
In a LinkedIn post, Ajit Varghese, Partner and CEO, Madison World, has shared his views on Zee's acquisition of the FIFA World Cup 2026 broadcast rights
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Published: Jul 2, 2026 7:20 PM | 1 min read
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Ajit Varghese, Partner and CEO, Madison World, has put out a social media post explaining why Zee's acquisition of the FIFA World Cup 2026 media rights is being viewed as more than just another sports rights deal.
While the rights were widely perceived as a difficult asset to monetise because of late-night match timings in India, Zee appears to have reimagined the commercial model by prioritising subscription revenue over advertising, potentially turning a modest opportunity into a significantly larger business bet,Varghese writes.
Below is the full post:
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FIFA World Cup India
Zee FIFA World Cup 2026
Ajit Varghese Madison World
FIFA media rights acquisition
Zee subscription model
sports media monetization
Zee advertising strategy
Madison World CEO insights
Zee sports rights transformation
subscription revenue growth