Fifa strikes ‘US$60m’ CCTV deal to avoid China blackout

CMG to show next two men’s and women’s World Cups through 2031

India broadcast deal still subject of negotiations

Fifa has struck a broadcast deal with China Media Group (CMG) for the 2026 Fifa World Cup, avoiding the hugely damaging prospect of a blackout just a month before the competition kicks off in North America.

CMG, which operates state-owned broadcaster CCTV, has been awarded exclusive free-to-air (FTA), pay-TV and digital rights and has reportedly asked mobile streaming platform Migu to sign a distribution agreement, reprising its role from the last two men’s World Cups.

Typically, CCTV usually signs deals for Fifa competitions well in advance of the start date, giving itself as long as possible to promote its coverage. It is suggested that unfavourable kick-off times for Chinese audiences, coupled with Fifa’s high asking price had led to the stalemate.

The US$60 million value of this new deal represents just a fifth of Fifa’s original target of US$300 million. However the lack of an agreement would be unfathomable for Fifa given the size of China’s population and the country’s commercial importance.

Although China hasn’t qualified for a World Cup since 2002, the tournament draws significant interest Fifa claims linear, digital and social content featuring the 2022 Fifa World Cup reached 1.16 billion people in China, which accounted for more than half of all live viewership on digital and social platforms, with linear coverage reaching 509.8 million viewers.

“It’s a real pleasure that we have found an agreement with CMG,” said Mattias Grafström, Fifa secretary general. “The Chinese market is of very big importance to the global football community. We know the passion of Chinese football fans, and we’re very happy and proud of our partnership with CMG to bring the Fifa World Cup to all fans in China.”

While Fifa has escaped a blackout for this summer’s event in China, viewership for this year’s competition may still be hit by the lateness of the deal, given CMG will have significantly less time to strike sub-licensing deals and to promote its coverage.

Fifa is also still yet to agree a deal in the world’s most populous nation, India, with negotiations still ongoing. World soccer’s governing body had targeted US$100 million, however JioStar has offered just US$20 million and Sony has opted not to bid due to economic concerns.

The Indian broadcast market is struggling with a ban on betting advertising and the macroeconomic impact of conflict in the Middle East, while the merger between Reliance and Disney’s Indian broadcasting arms to create JioStar has reduced competition for Fifa’s rights. The dominance of cricket, Fifa’s high asking price, and the time difference between India and North America are also factors in lower demand.

While it is unusual for a major sports tournament to still be negotiating key rights deal with just weeks to go, Fifa has previously shown a willingness to strike agreements at the very last minute to maximise its revenues.

Last year, it reached a late deal with DAZN worth US$1 billion for the global rights to the Fifa Club World Cup, while contracts in key European markets regarding the 2023 Fifa Women’s World Cup were eventually struck after talks went down to the wire.

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