The FIFA World Cup has, for nearly a century, stood as the grandest spectacle in global sport. In football-loving pockets such as Mokokchung and across Nagaland, it is less an event and more a festival. Nights turn into gatherings, and matches into shared memory. Yet, for the 2026 edition, there is a curious twist. The world’s biggest tournament may arrive in India without a screen to watch it on. With less than two months to go, there is still no official broadcaster in India.
The irony is hard to miss. A competition that commands billions of viewers worldwide finds itself struggling to secure a buyer in one of the largest markets. FIFA had offered rights for the next two World Cups as a package to the Indian market for $100 million last year. However, a lack of interest saw the global football body reconsider the valuation to $35 million. Even then, silence prevailed. No takers. For a product marketed as premium, the market response has been unusually indifferent.
The reasons, of course, are wrapped in the language of economics. Football viewership in India has softened, broadcast valuations have fallen, and the shift to digital has complicated revenue models. The 2022 World Cup saw millions migrate to free streaming platforms (JioStar), leaving broadcasters with shrinking returns. Profitability, it appears, has replaced passion as the governing principle.
Timing adds another layer of inconvenience. With the tournament hosted in the United States, Canada and Mexico, most matches will kick off when Indian audiences are expected to be asleep. Out of 104 games, only a handful will begin before midnight. Advertisers, unsurprisingly, are not particularly enthusiastic about investing in audiences that may or may not be awake.
Then there is the small matter of football itself. Unlike cricket, it does not pause obligingly for advertisements every few minutes. For broadcasters accustomed to monetizing every over and wicket, the uninterrupted flow of football offers limited commercial breaks and even less comfort.
And so, the situation stands. A global festival without a confirmed stage in India, and fans left to wonder whether the internet’s uncertain back alleys will become their only recourse.
There is still time for a resolution. Negotiations continue, and a last-minute deal remains possible. But if market logic continues to outweigh sentiment, the unlikely fallback may yet be India’s public broadcaster. Should all else fail, Doordarshan, once the default window to global sport, might step in to ensure that the World Cup remains accessible. Hopefully. It may not command the same frenzy across the country as cricket, but for its devoted pockets of followers, that would be enough to keep the tournament within reach.
