FIFA has finalized a broadcast rights agreement with China Media Group for the next four World Cup tournaments at a reported price tag of just $60 million for the 2026 event — a steep discount from the $250 million to $300 million the governing body originally demanded.
The pact, announced Friday, covers the 2026 and 2030 men’s World Cups along with the 2027 and 2031 Women’s World Cups. It grants China Media Group, parent of state broadcaster CCTV, exclusive rights across free-to-air television, pay TV, internet and mobile platforms in mainland China.
Chinese state-affiliated media reported the $60 million valuation for the 2026 rights alone, citing people familiar with the negotiations. The figure lands well below FIFA’s initial demands and even its later reduced asking price of $120 million to $150 million. The deal closes less than a month before the June 11 opener of the expanded 48-team tournament in North America.
FIFA Secretary General Mattias Grafström welcomed the outcome in an official statement, calling China a market of “very big importance” and praising the 50-year partnership with China Media Group. “It’s a real pleasure that we have found an agreement with CMG,” Grafström said. “We know the passion of Chinese football fans, and we’re very happy and proud of our partnership with CMG to bring the FIFA World Cup to all fans in China.”
The agreement ends weeks of uncertainty that had left Chinese fans wondering whether they would see full live coverage of the tournament. Late kickoff times in China — matches running from midnight to early morning Beijing time because of the 12- to 15-hour time difference with North American venues — contributed to the prolonged talks, along with China’s failure to qualify for the men’s event.
The 2026 tournament opens June 11 with Mexico facing South Africa at Estadio Azteca in Mexico City and runs through July across 16 cities in the United States, Canada and Mexico. Chinese viewers had tuned in by the hundreds of millions for the 2022 tournament in Qatar, according to previous state media reports.
FIFA did not disclose financial terms in its statement, nor did China Media Group. The reported $60 million figure for 2026 stems solely from Chinese outlets, including The Paper and Beijing Daily, which also noted CCTV’s original budget range sat between $60 million and $80 million.
The multi-tournament package extends through 2031 and includes future editions with strong Latin American connections. The 2030 men’s World Cup features matches in South America, while the 2026 event already spotlights regional teams from CONMEBOL and CONCACAF.
Grafström highlighted the deal’s alignment with China’s national youth football strategy and the recent qualification of China’s under-17 men’s and women’s teams for their age-group World Cups. FIFA officials, including Chief Football Officer Jill Ellis, had visited China recently to strengthen ties with the national federation and government.
The low price tag marks a notable commercial setback for FIFA as it prepares for the largest men’s World Cup ever staged. The expanded format adds 16 teams and dozens of matches, yet rights sales in two of Asia’s biggest markets have proven challenging. Negotiations for India remain unresolved.
For fans across Latin America, the agreement guarantees continued access to one of the sport’s largest television audiences. Mexican fans in particular will follow their national team’s home opener, while viewers in countries with CONMEBOL qualifiers track advancement through the group stage and beyond.
China Media Group said the partnership will incorporate advanced broadcast technology and digital platforms aimed at younger audiences. Sub-licensing options could allow additional Chinese broadcasters to carry selected matches. The deal arrives as final preparations accelerate in the North American host cities. Stadiums stand ready for the record 104 matches, with infrastructure projects already complete.
FIFA described the agreement as a step toward sustained engagement with Chinese fans through the decade. With the opening match now just days away, Chinese audiences will have full access to live action and highlights across multiple platforms. The announcement drew positive reactions from Chinese fans on state media, who expressed relief that coverage is now secured. FIFA has turned its attention to closing remaining rights deals in other key markets.
