India, April 9 -- FIFA's bid for India is crumbling. Why hasn't anyone stepped up? The 2026 and 2030 World Cup rights are still unsold despite the games being less than two months away. FIFA slashed the ask from $100 million to around $35 million - a cut of 65%. Still, big Indian networks stay quiet. They fear losing money on foreign soccer. No broadcaster wants to risk when returns don't match the investment.

Profitability now rules over hype. The sector shifted after years of wild bidding fights. Now everyone checks margins first. No more blind bets on global events. India's sports market feels colder - more careful, less excited. Broadcasters favour stability over surprise. They've learned not to gamble with unknowns. A new rhythm has...