The Indian fans will be desperate to get the deal done as the World Cup is just around the corner. JioStar had adopted a similar late acquisition strategy in 2022 which could be the only comforting factor for the fans.

The Indian football fans will be in a slight spot of bother here as the TV rights for the 2026 FIFA World Cup in India are unsold as of now. The streaming rights are expected to be bought by Sony or JioStar but they are holding back due to high asking price and low ad returns. There is a lot at stake for the Indian broadcasters but the fans will be hopeful that the rights will be sold as soon as possible.

As of now, the absence of a confirmed broadcaster is creating significant anxiety for the Indian Football community. The Indian football culture had taken a massive hit when there were issues regarding the start of the Indian Super League. If India doesn’t get a broadcaster, the fans will be disappointed in the country’s effort to promote the culture of football.

 

High rights cost, low ad returns, and timing challenges stall deals as broadcasters weigh late-entry strategy

Upon hearing the news, it may come as a shocker to the viewers as there is undoubtedly a huge fanbase for the sport in India and there usually will be a competitive fight for the streaming rights. But, there are certain factors to be considered as things may not seem as smooth as it is from the outside.

FIFA’s asking price for India is reportedly higher than what domestic broadcasters believe the market can have. Domestic broadcasters can’t see how it can be beneficial for them as if they are to pay a heavy amount, there should be a subsequent return as well. Major broadcasters like JioStar and Sony are also aware about the low Return on Investment. Advertisers are hesitant to offer premium rates for matches that don’t feature the Indian National Team. The placement of advertisements will have smaller room than for cricket as football is more of a fluent continuous sport.

Another massive issue that could significantly affect the Indian viewers is the timing of the matches. The difference in time barrier is a huge factor as there are grave shifts in the timings of matches. The matches are set to be played between 12:00 AM IST and 6:30 AM IST. Even though there is a craze among the football fans, they will be willing to watch the match at any time. The employed people may find it difficult to manage and that may cause a reduction in the viewership. With a lesser amount of viewers expected, it could be increasingly difficult for the broadcasters to sell expensive ad slots.

The most likely outcome would be the strategy of the broadcasters to wait till the end. With stll a couple of months to go for the commencement of the World Cup, there are negotiations taking place. JioStar had adopted a similar strategy in 2022 as they bought the rights for a significantly reduced rights and made the matches free to stream for everyone. This would increase their app downloads and cause a significant increase in their revenue as well with lower initial investment.

In India, the Sports Broadcasting Signals Act ensures that all sporting events of national importance must be shared with the public broadcaster. While this usually is applicable for matches involving India, the government could push a deal with FIFA to ensure that the World Cup is streamed on Doordarshan Sports. However, this could be applicable only if no other private broadcaster acquires the rights.

In the case of a marquee event like the 2026 FIFA World Cup, the probability of the rights not being sold is very less. It is most likely that both the parties will negotiate with each other and try to arrive at a deal, where both parties get equally benefited. The Indian fans will be hoping that their hopes do not get crushed and that they will get the best streaming facility possible.