New delhi, June 21 -- For a country of 1.4 billion people, the prospect of missing the FIFA World Cup seemed unthinkable. Yet, just days before the start of the 2026 tournament, India was staring at the possibility of a complete broadcast blackout.
With less than two weeks to go before kickoff in June, there was still no broadcaster in place. One of the world's largest media markets risked being shut out from football's biggest spectacle.
A 10-month bidding saga
The uncertainty was the result of a prolonged bidding process that began in July 2025. Several broadcasters explored the rights package, but few showed genuine enthusiasm.
JioStar, the Reliance-Disney venture, initially emerged as the frontrunner but eventually withdrew after reportedly valuing the rights at only $15-20 million. Sony, too, chose not to submit a final bid. As FIFA's expectations dropped sharply from an initial target of nearly $100 million, the contest became less a bidding war and more a waiting game.
In early June 2026, barely ten days before the opening match, Zee Entertainment Enterprises Limited stepped in and secured the rights. FIFA, keen not to lose access to the Indian market, reportedly dispatched a media-rights team to India to help close the deal. Though the final figure was never disclosed, industry estimates place it between $35 million and $40 million.
No government lifeline
The uncertainty deepened when a Public Interest Litigation was filed in the Delhi High Court seeking free-to-air telecast of the World Cup through Doordarshan.
Prasar Bharati, however, made its position clear. Acquiring costly commercial sports rights, it argued, was outside its mandate. Its role was limited to carrying signals once a private broadcaster acquired the rights.
Why no one wanted it
The lack of bidders was rooted in structural challenges. Chief among them were match timings-most games scheduled between midnight and early morning IST, severely limiting viewership and advertiser interest. Broadcasters were also wary after the 2022 World Cup, which reportedly failed to recover its ~$60 million investment.
Football's waning commercial appeal in India, brought into sharp focus by the troubled state of the Indian Super League, further dampened sentiment.
What Zee actually bought
Zee's acquisition, however, was far broader than a single tournament. The deal includes the 2026 and 2030 FIFA World Cups, the Women's World Cup 2027, and nearly 39 FIFA events through 2034. With both TV (Unite8 Sports) and OTT (ZEE5) rights, Zee has effectively secured a long-term foothold in global football.
Published by HT Digital Content Services with permission from Millennium Post.