Reports indicate that FIFA is prepared to make significant concessions, with high-ranking officials—including Secretary-General level representatives—flying to China to negotiate the World Cup broadcast rights. The proposed price has reportedly been reduced from $300 million to $120 million.
As passionate football fans, many believe this move is unnecessary. In reality, FIFA had already lowered the asking price to between $120 million and $150 million, but CCTV still refused to agree. Now, FIFA is sending officials to China with the same offer, and the sentiment among many is that they should take their offer elsewhere—no one in China has time to entertain these discussions.
Some fans suggest turning the tables: FIFA should pay China $100 million to broadcast the World Cup, or else China will simply not air it. After all, purchasing World Cup broadcasting rights is not a necessity—those who want to watch have plenty of alternative channels.
The logic is straightforward: FIFA tried to capitalize on the previous World Cup’s success, expecting CCTV to pay a premium. But when CCTV refused, FIFA attempted to use public pressure to force a deal—only to find that fans overwhelmingly support CCTV’s stance. Now, FIFA is caught off guard.
One fan commented: “FIFA saw that CCTV made 5 billion yuan from the last World Cup and wanted a cut. But why should CCTV pay ‘tax’ to FIFA? FIFA claims to be a non-profit organization, but that’s a joke.”
FIFA initially demanded $300 million, then halved the price, thinking it was a sure deal. But they underestimated the situation—with the time difference and low broadcast value, fans aren’t worried. Let FIFA fret instead.
CCTV’s experience with the 2025 Asian Cup broadcast rights was similar: when the price became absurdly high, they simply walked away. Now the same scenario is playing out with the World Cup. CCTV’s stance is clear: if it’s too expensive, they won’t play ball.
Since the Chinese national team is not participating in the World Cup, broadcasting it would essentially be free advertising for FIFA. Some argue that FIFA should be paying China for the privilege.
Moreover, Chinese companies—such as Hisense, Mengniu, Wanda, and Lenovo—have sponsored the 2026 World Cup to the tune of $500 million. If CCTV refuses to broadcast, these sponsors might reconsider their investments, putting FIFA in a difficult position.