With just over a month until the World Cup, China and FIFA are locked in a standoff over $250 million in broadcasting rights, a record fee in China, calling into question whether the match will be aired in the country.

FIFA has divided the global market into three tiers, placing China and India — due to their population — in the top tier alongside the United States and Britain. As of Friday, the company had yet to reach broadcast agreements with China and India, as well as several Southeast Asian and African nations.

The football association initially quoted China Media Group (CMG) — the sole legal entity that negotiates and signs contracts directly with FIFA for CCTV broadcast rights — between $250 million and $300 million for the broadcasting rights to this year’s World Cup, while CMG’s budget was likely roughly $60 million to $80 million, according to domestic media. Subsequent negotiations only brought the price down to $120 million to $150 million.

The 2026 World Cup, co-hosted by the United States, Canada, and Mexico, will kick off on June 11 in Mexico City, with the final set for July 19 in the U.S. The tournament will feature 104 matches across 16 cities — there were just 64 matches at the last World Cup in Qatar in 2022 — and its duration has been extended to 39 days. FIFA has cited the expanded tournament and rising operational costs as reasons for the significant increase in broadcast fees. 

According to FIFA, during the 2022 Qatar World Cup, China accounted for roughly half of all viewing hours on digital and social platforms globally.

The cost of World Cup broadcast rights for China’s state broadcaster has consistently increased over the past two decades. The broadcast rights for the 2010 South Africa and 2014 Brazil tournaments totaled $115 million, whereas the package for the 2018 Russia and 2022 Qatar World Cups climbed to roughly $300 million.

CMG believes the current offer fails to match market realities in China, as the men’s national team has failed to qualify for six consecutive World Cups, dampening enthusiasm among local fans. The company also argued that because approximately 70% of matches will air in China during the early- to late-morning hours Beijing time, prime-time viewership and advertising value will be undermined. 

In response to the controversy, users on the microblogging platform Weibo voiced support for CMG. Netizens widely believe that by asking far less in broadcast rights fees from India, FIFA is guilty of “price gouging” and double standards.

On Thursday, FIFA told domestic media that the association is still in the process of negotiating broadcast rights with China, and the proceedings must be kept confidential at the current time.

Editor: Marianne Gunnarsson.

(Header image: VCG)