Less than five weeks before the whistle that will kick off the opening match of this year’s World Cup, FIFA has signed broadcast contracts with more than 175 countries. China and India, with almost three billion inhabitants, are not among them. It is the unpleasant fruit of a price war for broadcasting rights that pits the largest football organization in the world against the two most populated markets on the planet.
What is at stake. The biggest World Cup in history, which is said soon: 48 teams, 104 matches that will be played in the United States, Canada and Mexico between June 11 and July 19. FIFA is selling it as the most watched and broadcast event of all time. If they manage to resolve the conflicts with the two countries with the largest number of inhabitants on the planet, of course.
According to FIFA’s own data, China generated 49.8% of all viewing hours on digital and social platforms during the Qatar 2022 World Cup. Half of global digital consumption. More: India added 32 million digital viewers in the final alone. They are two very important markets that should not be ignored.
Why is this happening? Part of the explanation is in the schedules. The tournament is held in North America, which means that the highest-rated matches will start at 3:00 a.m. in Beijing and Shanghai, and at 12:30 a.m. in New Delhi. These are schedules that destroy the advertising market: there is not enough audience beyond the fans, and advertisers are reluctant to pay the very high rates for the events. And without substantial advertising revenue, networks cannot support the tens of millions of dollars that broadcasts cost.
India: bidding war. JioStar, India’s largest media conglomerate (the result of the merger between Viacom18 and Disney Star), even offered $20 million for the rights. And FIFA rejected the offer: it wanted 100 million dollars for a package that would also include the rights to the 2030 World Cup. According to local media, FIFA would have lowered its price to around 35 million, although the negotiation has not yet been closed.
China: crazy prices. Apparently, FIFA would have demanded between 250 and 300 million dollars for the rights in the Chinese market, a figure that CCTV (the only broadcaster authorized by law to negotiate these rights) would not be willing to even remotely match. Its budget is around 60-80 million dollars, according to the same sources. FIFA may be willing to go down to between 120 and 150 million, but it is still double what CCTV wants to pay. On social networks, fans protest the difference in numbers between China and India.
They are their traditions and they must be respected. CCTV has broadcast the World Cup without missing a single edition since Argentina 1978. Previously, agreements were closed with enough notice to launch promotional campaigns and attract sponsors, but this time there is no agreement, and the tournament starts in five weeks. For example, in the 2018 and 2022 World Cups, CCTV had the rights closed months in advance. And to this is added an extra problem: journalists from the country have had difficulties obtaining visas to cover the World Cup, which would reduce the quality of the broadcasts and, consequently, weaken the attractiveness for Chinese sponsors (which, as is easy to imagine, are among the main sponsors of the tournament).
High tension. What we have right now are two millionaire forces pulling the rope in different directions: both want the highest profitability, knowing that time is an absolutely essential variable, because each week without a signed deal is equivalent to advertising and sponsorships that disappear. Not to mention the exasperation of millions of fans, who are now turning Asia into a sea of nail-biting fans. And not in the penalty shootout, precisely.
In | You will only be able to get to the World Cup stadiums in the USA and Mexico by car. And they are going to charge you 300 dollars to park it
