Photo: VCG

China Media Group (CMG), the parent organization of state broadcaster China Central Television (CCTV), has reached an agreement with world football governing body FIFA to broadcast the 2026 FIFA World Cup in China, CCTV reported Friday, ending weeks of uncertainty and ensuring that Chinese fans will be able to watch the biggest edition of football's premier tournament.

"On the afternoon of May 15, CMG and FIFA jointly announced that they reached an agreement on media rights cooperation for a new cycle of FIFA World Cup tournaments," a statement from CCTV reads. 

"The agreement covers the 2026 FIFA World Cup, the 2030 FIFA World Cup, the 2027 FIFA Women's World Cup and the 2031 FIFA Women's World Cup," according to the statement.

Friday's announcement did not mention any financial detail over the deal. 

The 2026 FIFA World Cup, to be co-hosted by the US, Canada and Mexico, will kick off on June 11 and feature 48 teams for the first time in the tournament's history.

The agreement follows a protracted negotiation process that had drawn attention among Chinese football fans and industry observers.

According to previous reports from Beijing Daily, FIFA initially sought between $250 million and $300 million for the Chinese broadcasting rights for this year's World Cup, a figure that many Chinese fans considered excessively high considering the report suggested CCTV's budget was in the range of $60 million to $80 million. 

The negotiations drew significant attention on Chinese social media, where many fans questioned whether the rights fee accurately reflected current market realities. 

Analysts noted that while the World Cup remains one of the most valuable sports properties globally, broadcasters face increasing pressure to justify high acquisition costs amid changing viewing habits and a more cautious advertising environment.

In response to an earlier inquiry from the Global Times, FIFA said that "discussions in China regarding the sale of media rights for the FIFA World Cup 2026 are ongoing and must remain confidential at this stage."

FIFA's Secretary General Mattias Grafström is in Beijing this week and met Chinese Football Association officials on Tuesday, where he voiced support for Chinese football development.

The delay was particularly notable because previously the deal was often reached more than half a year ahead of the opening of a World Cup tournament. 

Under a 2015 notice issued by China's former State Administration of Press, Publication, Radio, Film and Television, CCTV holds the exclusive right to negotiate and purchase FIFA World Cup broadcasting rights for China. 

The eventual breakthrough in negotiations removes the prospect of millions of Chinese fans being unable to watch the tournament through the country's most widely accessible broadcaster. 

Although the Chinese men's national team has not qualified for a World Cup since its sole appearance at the 2002 tournament, interest in the football championship remains strong, with the World Cup continuing to attract vast audiences across the country.

According to FIFA, China accounted for 49.8 percent of all hours of viewing on digital and social platforms globally during the 2022 edition of the World Cup in Qatar. 

CCTV will also distribute online rights to other livestreaming platforms ahead of the World Cup.