RMG ban, ad curbs & cricket overload: Why FIFA 2026 is a tough sell in India

India’s top sports broadcasters are sitting out the upcoming FIFA World Cup 2026, signalling a sharp shift in how global sporting properties are being valued in the country.

The development follows an unprecedented deadlock in media rights negotiations, with no Indian broadcaster yet securing rights with just a few weeks to go before the tournament begins. JioStar is understood to have offered about $20 million—well below FIFA’s expectations—while Sony chose not to bid. 

Broadcasters see “limited value”

According to multiple industry executives familiar with the discussions, all three major players that have historically held FIFA rights in India—Star Sports, JioCinema and Sony—have internally concluded that the 2026 edition does not offer compelling returns.

“The economics simply do not stack up this time,” a senior executive at a leading sports broadcaster said on condition of anonymity. “Between high acquisition costs and limited monetisation opportunities, it becomes difficult to justify the investment, especially when compared with domestic cricket properties.”  

Another executive echoed the sentiment: “Even at a discounted price, the upside is capped. This is not a must-have property in the current market.”

Also read: No takers for FIFA 2026 media rights: Report

YouTube partners with FIFA for 2026 World Cup

Cricket-heavy calendar crowds out interest

A key factor driving this reluctance is the timing of the tournament against an already congested sports calendar dominated by cricket.

Industry executives point to marquee events such as the India–England bilateral men’s series and the ICC Women's Cricket World Cup, which are expected to command both viewership and advertising spends during the same period.

“Cricket is taking away the majority of marketing and advertising spends,” said a senior broadcasting executive. “When networks already have access to high-performing cricket properties that guarantee ratings and revenues, taking on an expensive global football tournament with uncertain returns becomes a risky proposition.”

This aligns with broader market dynamics, where cricket continues to deliver significantly higher and more predictable revenues compared to football in India.

Monetisation challenges deepen concerns

Beyond scheduling conflicts, broadcasters cite structural monetisation challenges that have further weakened the case for investing in FIFA rights this cycle.

One major hurdle is match timing. With the tournament being hosted across North America, many games will air late at night in India, dampening both television ratings and digital engagement. 

Executives say these timings are likely to impact television ratings as well as digital consumption, reducing the overall attractiveness of the property for advertisers. “Late-night matches always limit scale in India,” said a media planner associated with sports advertising. “Brands are far more cautious today about where they deploy budgets, and audience timing plays a huge role in those decisions.”

Additionally, the industry is still adjusting to the impact of the real-money gaming (RMG) advertising ban—a key revenue stream that previously underpinned sports broadcasting economics.

“There’s a clear gap left by RMG advertisers, and nothing has fully replaced that yet,” said a media buyer. “For properties like football, which already operate on thinner margins in India, this becomes critical.”

Geopolitical uncertainties in the Middle East—another important source of advertising demand—have further contributed to a cautious outlook among advertisers and broadcasters alike, executives added.

A recalibration moment for global sports rights

The lack of interest in one of the world’s biggest sporting events underscores a broader recalibration underway in India’s sports media market.

While FIFA had initially sought as much as $100 million for India rights, it has reportedly lowered expectations amid tepid demand. Yet even revised pricing has not triggered aggressive bidding.

“This is a reality check,” said a senior industry source. “Global prestige doesn’t automatically translate into commercial viability in India. Every property is now being evaluated purely on ROI.”

The ongoing deadlock raises questions about how Indian audiences will access one of the world’s biggest sporting events if negotiations continue to remain unresolved close to kick-off.

While industry executives do not rule out a last-minute agreement at revised valuations, the current impasse underscores the increasingly disciplined approach broadcasters are adopting towards sports rights investments in an evolving and financially cautious media environment.