Live sports remain one of the few categories that consistently attract mass, real-time viewership
| Photo Credit:
Hannah McKay
Zee Entertainment has bagged FIFA rights for 39 global football events at a reported valuation of under $60 million, broadening the scope of sports revenue beyond cricket.“Zee has likely won FIFA rights at reported valuation of under $60 million which is lower than ₹4.5 billion paid by Viacom 18/Reliance media co for FIFA World cup 2022,” said CLSA capital markets in its report, anticipating the potential fan-following and advertiser build-up from the deal.Zee is now sitting on an eight-year contract with the Fédération Internationale de Football Association or FIFA for one of the most beloved sports in the world, at a sum much lower than the Indian Premier League’s (IPL) media rights deal of $6.2 billion for 2023-2027.The FIFA World Cup remains one of the most premium global media properties, catching the attention of youth brands particularly in technology, smartphones, auto, fintech, e-commerce, and gaming categories, as per sources.“For advertisers, FIFA (World Cup) is perhaps the biggest test yet of whether India has matured into a multi-sport media market or remains overwhelmingly dependent on cricket,” said Umair Mohammad, Founder & CEO at Nitro Commerce. To his point, cricket accounts for 90 per cent of the total $2.4 billion sports revenue, as reported by India for calendar 2025.Even so, the 2026 FIFA World Cup is expected to generate over $6 billion in global revenues, making it the biggest tournament in history. The World Cup encompasses 48 teams and 104 matches, significantly increasing inventory for broadcasters and advertisers alike. With a claim to the media rights of 39 such events until 2034, Zee now has a differentiated platform to attract both audiences and advertisers.Advertiser BuzzMedia agencies speaking to businessline noted reactions from advertisers a day after the deal announcement. “Football has steadily built a passionate fan base in India, especially among younger urban audiences,” said Raghu Khanna, Founder & CEO of CASHurDRIVE Marketing, an outdoor advertising agency.Having worked with the Punjab Kings franchise during the IPL, Khanna said brands today are looking beyond reach towards fan engagement and community building. Further, the entry of the new property in the Indian media space changes market dynamics.“The FIFA rights strengthen the competitive landscape in India’s sports media market. They provide advertisers with an alternative premium sports property beyond cricket. We have seen brands increasingly seeking year-round sports engagement opportunities. FIFA helps broaden that ecosystem and encourages greater innovation in sponsorships, content integrations and cross-platform activations,” said Khanna.Timing and ViewingAnother crucial factor is the real-time streaming of the matches. Live sports remain one of the few categories that consistently attract mass, real-time viewership, as per Pramod Pawar, Quantitative Research-Vice President, Hansa Research Group. This means that beyond awkward match timings, the real challenge for advertisers is the mode of viewing.“With the growing digital consumption and second-screen behaviour, advertisers today have more ways to connect with fans beyond traditional broadcast windows. Repeat telecasts and match highlights can provide Zee with an additional platform to monetize ad inventory and drive incremental advertising income. The final impact on ad revenues will depend on how effectively Zee monetizes this cross-platform engagement,” said Pawar.Published on June 2, 2026
