China’s state broadcaster, CCTV, has officially terminated negotiations with FIFA over the broadcast rights for the 2026 FIFA World Cup, rejecting the governing body’s demand of approximately €120 million ($131 million or 210 billion Korean won). The decision comes as Chinese fans express outrage over the price tag, with many urging a boycott of the tournament.
According to Chinese media outlet Sohu, FIFA initially demanded €300 million ($328 million) for the rights, eventually lowering its offer to €120 million. CCTV, however, refused to exceed a budget of $80 million (about 140 billion Korean won), leaving a gap of around $70 million that made a deal impossible. Talks began last spring but failed to reach an agreement even as the tournament, co-hosted by the United States, Canada, and Mexico, approaches just over a month away.
Globally, 175 regions outside mainland China have already secured broadcasting contracts. The absence of the Chinese market, the world’s most populous nation, is expected to deal a severe financial blow to FIFA, which is targeting $3.925 billion in total broadcast revenue.
Key reasons behind China’s reluctance include poor timing for live broadcasts. While FIFA argued that over 300 million Chinese soccer fans exist, with nearly half of all global digital viewership during the 2022 Qatar World Cup coming from China, the 2026 tournament will air during late-night and early-morning hours in China, making it unattractive for advertisers who prefer prime-time slots.
Chinese soccer fans are particularly angered by what they see as discriminatory pricing. Reports reveal that FIFA offered India, another populous Asian nation, broadcast rights for two World Cups at just €35 million ($38 million)—a sum 17 times lower than what it demanded from China.
The situation also puts Chinese sponsors on edge. Companies like Mengniu and Hisense have invested a combined $500 million in tournament sponsorship, but without guaranteed television exposure in China, their return on investment could plummet. This pressure may ultimately force FIFA to reconsider its stance.
A growing “Don’t Watch the World Cup” movement among Chinese fans adds to the tension. Critics also point to the expanded 48-team format, which some argue dilutes the quality of the tournament, as well as poor hotel booking numbers in the U.S., as factors diminishing the World Cup’s prestige.
If FIFA loses the Chinese market, it risks falling short of its ambitious $3.925 billion broadcast revenue goal, casting uncertainty over the organization’s finances ahead of the 2026 World Cup.
