Millions of soccer fans in the world’s two most populous nations may ​not be able to watch the World Cup that starts next month, due to a deadlock over broadcast rights in India and ‌no official decision in China.

In India, a Reliance-Disney joint venture has offered $20 million for 2026 World Cup broadcast rights, a fraction of FIFA’s ask, which was not acceptable to soccer’s global governing body, two sources told Reuters on Monday. Sony (6758.T), opens new tab held talks but also decided not to make an offer for FIFA rights for India, a third source with direct knowledge said.

There has also ​been no deal announcement for China, which FIFA says accounted for 49.8% of all hours of viewing on digital and social platforms globally during ​the 2022 World Cup.

FIFA did not respond to a Reuters request for comment. Reliance-Disney, a joint venture led by billionaire Mukesh ⁠Ambani’s Reliance (RELI.NS), opens new tab, did not respond to requests for comment, and neither did Sony.

The lack of a confirmed broadcast agreement with India or China is unusual at this ​stage.

In past World Cups, including 2018 and 2022, Chinese state broadcaster CCTV secured the rights well in advance and began airing promotional content and sponsor-driven advertisements weeks before ​the tournament.

CCTV, which has extensive reach across television and digital platforms, did not immediately return a request for comment.

China accounted for 17.7% and India 2.9% of the global linear TV reach of the 2022 tournament. The two countries together accounted for 22.6% of the total global digital streaming reach for that World Cup.

The 2026 tournament kicks off on June 11, leaving barely five weeks ​for a deal to be finalised, broadcast infrastructure to be set up and advertising inventory to be sold.

HUGE SOCCER FOLLOWING IN INDIA, CHINA

For India, FIFA initially sought $100 ​million for broadcast rights for the 2026 and 2030 World Cups, the sources said, declining to be named because the talks are private.

When the World Cup last aired in India ‌in 2022, ⁠Reliance’s then-standalone media arm secured the rights for about $60 million, which was announced around 14 months before the event in Qatar. The tournament drew over 110 million digital viewers across its platforms.

Reliance and Disney (DIS.N), opens new tab have since formed a joint venture to emerge as a dominant force in India’s media and streaming landscape, and the $20 million FIFA offer underscores the negotiating power the Indian group commands.

FIFA had significantly lowered its ask from the $100 million earlier, but has not been keen on the $20 million figure Reliance ​offered, one source said.

Reliance-Disney, which has spent ​billions on cricket broadcast rights, believes ⁠the World Cup will have lower viewership in India as the tournament is being held in the United States, Canada and Mexico, and most matches will air past midnight in India, the sources said.

China has around 200 million soccer fans, more ​than any other country, but has failed to build world-class teams, partly due to a top-down approach where clubs pick ​players from a very ⁠small pool of pre-screened candidates.

The second source added that football does not command the commercial premium in India like its most popular sport, cricket, and an advertising slowdown linked to the Iranian war has further eroded revenue expectations.

“Football is a niche segment in India,” said the source.

Sony, which has TV channels and a streaming app in India, also ⁠decided not to ​purchase broadcast rights from FIFA as it did not make economic sense for the group, said ​the third industry source.

“Not much time is left, but I won’t call it a stalemate. It’s more like we are at the end of a chess game with a couple of moves left,” said ​Rohit Potphode, managing partner for sports at advertising agency Dentsu India.

-Reuters

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A rare marketing opportunity is opening up for corporate brands seeking global visibility and premium storytelling alignment, following the confirmation that veteran journalist Kunle Solaja will cover the FIFA World Cup 2026 for Sports Village Square.

He will be on a familiar beat, having covered the past nine consecutive editions of the World Cup, an African record. He is thus going for a record-extending venture.

With accreditation granted by FIFA, the stage is set for what promises to be a historic 10th consecutive World Cup coverage by one of Africa’s most enduring football reporters

A Marketing Platform Built on Credibility and Reach

For prospective sponsors, this is more than routine tournament coverage. It is a strategic gateway into the world’s largest sporting event, the FIFA World Cup 2026, which will be jointly hosted by the United States, Canada and Mexico in an expanded 48-team format.

By partnering with Sports Village Square, brands and individuals stand to benefit from:

• Authentic storytelling driven by a journalist with unmatched continuity—from Italia ’90 to Qatar 2022
• Pan-African and diaspora reach, tapping into millions of football followers across digital platforms
• Association with credibility, backed by global recognition from FIFA and AIPS
• Premium content placement, including match reports, exclusive interviews, behind-the-scenes features, and historical insights

“La Décima”: Experience as a Commercial Asset

Solaja’s upcoming assignment has been described in Spanish football parlance as “La Décima”, a symbolic 10th appearance that mirrors excellence and longevity. Having covered nearly half of all World Cup editions since 1930, his experience translates into a rare editorial authority that brands can leverage for trust and audience engagement.

From the telex era of Italia ’90 to today’s digital-first reporting ecosystem, his career reflects the evolution of global sports journalism, offering sponsors a narrative that blends history, innovation, and forward-looking storytelling.

From a debut on football’s grandest stage at the 1990 FIFA World Cup to decades of authoritative reporting, Kunle Solaja has become a trusted voice in global sports journalism—offering brands a rare opportunity to align with credibility, experience, and enduring excellence.

Access, Influence, and Global Football Heritage

Over the years, Solaja has interacted with some of football’s most influential figures, including former FIFA presidents João Havelange and Sepp Blatter, as well as current president Gianni Infantino.

He has also interviewed Brazilian legend Pelé, the iconic Eusebio, John Barnes, and Davor Šuker, among other World Cup legends and has also reported from iconic venues such as the Maracanã and San Siro, bringing depth and authority that elevate content beyond routine match reporting.

Such access enhances the storytelling ecosystem available to sponsors, positioning them alongside globally relevant narratives and personalities.

From left: Kunle Solaja’s remarkable World Cup journey has brought him face-to-face with global football icons—Gianni Infantino, Davor Šuker, Eusébio (1965 Ballon d’Or winner and 1966 World Cup hero), João Havelange, and Pelé—a powerful testament to a career that offers brands authentic access to football’s highest circles.

Recognised Excellence, Trusted Platform

At the last World Cup in Qatar, Solaja was among just 82 journalists worldwide honoured by FIFA and AIPS for sustained excellence. He was one of only two Africans on the list. The recognition underscores a brand-safe environment for sponsors seeking credibility, professionalism, and consistency.

Under his leadership, Sports Village Square has evolved into a respected digital platform delivering timely, analytical, and engaging sports content, making it an ideal vehicle for integrated marketing campaigns during the World Cup.

A High-Value Partnership Opportunity

With Africa’s growing influence in global football and increasing digital consumption, the 2026 World Cup presents a unique convergence of audience scale and storytelling depth.

For brands, aligning with this coverage offers:

• * High-visibility brand integration across editorial content
• * Association with African excellence on a global stage
• * Access to a loyal and engaged football audience
• * Long-tail value through archived content and historical narratives

As the countdown begins to the biggest sporting spectacle on earth, the message to potential sponsors is clear: this is not just coverage—it is a premium storytelling journey powered by experience, credibility, and global reach.

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By Kunle Solaja.

More than three decades have passed since a young, fearless midfielder first pulled on the green-and-white jersey of Nigeria. Yet, 33 years after his debut, the name Jay-Jay Okocha still rolls off the tongue with reverence, nostalgia, and a sense of wonder.

On May 2, 1993, Okocha made his first appearance for the Super Eagles in a FIFA World Cup qualifying match against Côte d’Ivoire in Abidjan. Nigeria lost 2–1 that day, but something far more enduring had been born — the international career of a player who would go on to redefine flair, creativity, and football artistry in African football.

The heartbeat of a Golden Generation

Okocha emerged as a central figure in Nigeria’s celebrated “Golden Generation” of the mid-1990s, a team that dazzled Africa and commanded global respect between 1994 and 1996.

With 68 caps for Nigeria, he was not just a midfielder; he was the rhythm of the team. His ability to glide past defenders, dictate tempo, and produce moments of sheer brilliance made him indispensable.

At the 1998 FIFA World Cup in France, his creative spark stood out in a Super Eagles side that flattered to deceive. For many observers, Okocha was Nigeria’s brightest light on the global stage.

From Enugu streets to European stardom

Okocha’s journey began modestly with Enugu Rangers as a teenager. But destiny intervened during a holiday trip to Germany, where a trial with a lower-division side opened the door to Europe.

His breakthrough came at Eintracht Frankfurt, where his dazzling dribbles and audacious skills quickly made him a fan favourite and a Bundesliga sensation. From there, his rise was swift.

A move to Fenerbahçe in 1996 brought league success, but it was his record-breaking transfer to Paris Saint-Germain in 1998 — worth $17 million — that cemented his global status. At the time, it made him the most expensive Nigerian player ever and one of the biggest signings in French football history.

Cult hero in England

If Germany and France admired Okocha, England adored him.

At Bolton Wanderers, he became more than a player — he was a phenomenon. Fans sang, “Jay-Jay Okocha — so good they named him twice,” a chant that still echoes in Premier League folklore.

Under manager Sam Allardyce, Okocha captained the side and led Bolton into one of the most successful periods in their history, including the remarkable 2003/04 season. His flair brought joy to fans, but his leadership brought stability to a club long associated with relegation struggles.

Recognition among the greats

In March 2004, Brazilian legend Pelé included Okocha in his prestigious list of the 125 greatest living footballers — a rare honour that underlined his global impact. Only five African players made that elite list.

Okocha’s brilliance was not just about trophies or statistics; it was about influence. Many players across generations have cited him as an inspiration — a footballer who made the game feel like art.

Among his many contributions to Nigerian football, one stands out symbolically: scoring the 1,000th goal in Africa Cup of Nations history during Nigeria’s emphatic 4–0 win over South Africa in Tunisia.

Jay-Jay Okocha (right) nets the 1,000th goal in Africa Cup of Nations history past South Africa’s Emile Baron during the AFCON match in Monastir, Tunisia, on 31 January 2004. Photo: Fethi Belaid/AFP

By the time he stepped away from international football, he ranked among Nigeria’s most capped players, trailing only legends like Muda Lawal at the time.

Today, 33 years after that modest debut in Abidjan, Okocha’s legacy remains undiminished. In Frankfurt, Paris, Istanbul, Bolton — and across Nigeria — he is remembered not just for what he achieved, but for how he made people feel.

He did not just play football. He performed it.

And in doing so, Jay-Jay Okocha ensured that time may pass, but magic never fades.

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