China Media Group pays $60M for 2026 World Cup rights

China Media Group and FIFA finalized a $60 million deal on May 15 for mainland China broadcast rights to the 2026 World Cup. The multi-tournament agreement also covers the 2027, 2030 and 2031 competitions. The contract was signed 27 days before the tournament opener on June 11.

The rights package covers free-to-air television, streaming and mobile distribution and allows transmission in 4K and 8K.

The parent company of the state broadcaster controls most international sports rights inside mainland China and negotiates with an internal budget ceiling estimated at $60 million to $80 million.

FIFA reduced its initial $250-300 million asking price to a midrange figure before settling on the $60 million fee.

Two factors affected the package’s value for Chinese buyers. China’s men’s national team did not qualify for the tournament, lowering domestic interest. Most matches are scheduled to air in China between roughly 12 a.m. and 6 a.m. Beijing time, which limits potential live audiences and advertising revenue.

The $60 million payment is similar to what China paid for the 2022 World Cup. The 2026 tournament will include roughly 50% more matches following the expansion of participating teams.

FIFA has not finalized broadcast agreements in several other major markets in the weeks before kickoff.