NEW DELHI – Millions of soccer fans in India and China could miss live coverage of the upcoming FIFA World Cup due to unresolved broadcast rights negotiations in both countries, according to sources familiar with the talks.

In India, a joint venture between Reliance Industries and The Walt Disney Company has reportedly offered around $20 million for the 2026 World Cup broadcast rights. This is significantly lower than what the world governing body of football, FIFA, is seeking, according to two sources who spoke to Reuters.

A separate source said Sony, which previously held FIFA broadcasting rights in India, has also opted not to submit a bid, citing commercial concerns.

Negotiations in China remain unsettled as well, with no official broadcast deal announced. China previously accounted for nearly half of global digital viewing hours during the 2022 World Cup, highlighting its importance as a key media market for FIFA.

FIFA said it has secured broadcast agreements in more than 175 territories worldwide, but confirmed that discussions in India and China are still ongoing and confidential.

“Discussions in China and India regarding the sale of media rights for the FIFA World Cup 2026 are ongoing and must remain confidential at this stage,” FIFA said in a statement.

Neither the Reliance-Disney joint venture nor Sony responded to requests for comment.

The absence of confirmed deals in both major markets is unusual at this stage of the tournament cycle. In previous editions, including the 2018 and 2022 World Cups, agreements in China were finalized well in advance, with state broadcaster CCTV airing promotional content weeks before kickoff.

The 2026 World Cup is set to begin on June 11, leaving limited time for finalizing broadcast agreements, preparing distribution infrastructure, and securing advertising commitments.

For India, FIFA reportedly initially sought around $100 million for broadcast rights covering both the 2026 and 2030 tournaments. The Reliance-Disney offer of $20 million reflects a sharp gap in valuation between both sides.

Industry sources said the lower bid reflects expectations that viewership in India may be weaker due to unfavorable match timings, as the tournament will be hosted across the United States, Canada, and Mexico.

In addition, football remains a secondary sport in India compared to cricket, limiting its commercial appeal for advertisers.

China, despite having an estimated 200 million football fans, has struggled to translate interest into international success or consistent football development at the elite level.

Advertising and media experts say time is running out for a deal.

“It’s not really a stalemate, but more like the final phase of negotiation with only a few moves left,” said Rohit Potphode, managing partner for sports at advertising agency Dentsu India.

With just weeks remaining before kickoff, uncertainty continues over whether two of the world’s largest sports audiences will have full access to live coverage of the tournament.

-Reporting by Aditya Kalra, Munsif Vengattil and Amlan Chakroborty; Additional reporting by Qiaoyi Li, editing by Ed Osmond/Reuters