FIFA's Bigger Problem: Misunderstanding the Indian Market The 2026 World Cup has brought to light a peculiar situation: India, one of the most populated countries in the world, is still without a broadcasting deal.
This situation arises from a fundamental misunderstanding by FIFA of its two biggest markets: India and China.
FIFA's recent agreement with Chinese broadcasters might seem like a respite from uncertainty, but it underscores the issue at hand – the organization's inability to grasp the nuances of emerging economies.