Asian countries have yet to sign a deal to broadcast the World Cup. 
The official match ball is the Trionda. 
With just 35 days until the football World Cup, broadcasters in Asian nations—including China and India—still haven’t reached an agreement with FIFA. This unusual situation is partly due to unfavorable kick-off times caused by the time difference.
Although both China and India failed to qualify for the tournament being held in the United States, Canada, and Mexico (June 11–July 19), interest in the competition remains high, especially among Chinese fans. According to FIFA, China accounted for 49.8% of total viewing hours on digital platforms and social media worldwide during the 2022 World Cup in Qatar.
But in India and China, which together have nearly 3 billion people, football fans are worried they might not be able to watch the matches. When asked by AFP whether the rights issue was a concern as the World Cup approaches, FIFA stated that it has already closed deals with broadcasters in more than 175 countries. “Ongoing discussions in the few remaining markets must remain confidential at this stage,” the organization added.
The cautious stance of Asian broadcasters is largely linked to match timings. For viewers in Beijing and Shanghai, the opening match will start at 3:00 a.m., and the final will also air at that time. In New Delhi, kick-off will be at 12:30 a.m. According to Indian businessman Sandeep Goyal, chairman of advertising agency Rediffusion, “Apart from die-hard football fans, the audience for these matches risks being low in India. As a result, monetization opportunities for channels drop significantly.”
Goyal noted that JioStar, India’s largest media conglomerate, has offered $20 million (€17 million), while FIFA initially wanted $100 million (€85 million) for the rights to both the 2026 and 2030 World Cups.
**Avoiding Piracy**
In China, a deal with state broadcaster CCTV is also pending. No agreement has been reached in Thailand either—a country that has never qualified for the World Cup but where football is hugely popular. On Tuesday, Prime Minister Anutin Charnvirakul tried to reassure viewers, saying they would not miss the tournament.
In contrast, Malaysia’s Communications Ministry announced on Wednesday that public broadcaster Radio Televisyen Malaysia and Unifi TV will air the competition.
According to James Walton, head of sports at consultancy Deloitte Asia-Pacific, “One way or another, a deal will be reached.” He added, “National broadcasters want the best possible deal, as they must balance cost with potential revenue. FIFA will want to ensure its flagship event gets maximum coverage to meet sponsor commitments, boost the sport’s visibility, and avoid encouraging piracy.”
