CMG lands cut-price FIFA World Cup rights in China
China Media Group has secured FIFA World Cup media rights for mainland China in a four-tournament package, removing a late-stage broadcast risk and giving FIFA cost certainty in one of its biggest audience markets.
China Media Group (CMG), the parent company of state broadcaster CCTV, has agreed a new broadcast rights deal with FIFA that covers the next two men’s and women’s World Cups, ending a standoff that had raised the prospect of a disrupted rollout in a major commercial market.The package includes the FIFA World Cup 2026 and FIFA World Cup 2030, plus the FIFA Women’s World Cup 2027 and FIFA Women’s World Cup 2031.The agreement gives CMG exclusive media and sub-licensing rights across free-to-air and pay TV as well as online and mobile platforms in mainland China.FIFA framed the deal as strategic for audience reach and development messaging, linking coverage to efforts to build youth participation and performance.FIFA Secretary General Mattias Grafström said: “It’s a real pleasure that we have found an agreement with CMG. The Chinese market is of very big importance to the global football community. We know the passion of Chinese football fans, and we’re very happy and proud of our partnership with CMG to bring the FIFA World Cup to all fans in China.”Financial terms were not disclosed by FIFA or CMG, although a state-backed Chinese outlet reported the 2026 rights alone cost US$60m, a significant drop on the original price set by FIFA. From FIFA’s perspective, landing China reduces downside risk on a rights cycle built around a larger, 48-team tournament in North America, where time-zone differences can compress live audiences in Asia.The timing also matters for operational delivery, since broadcasters typically require lead time to package sponsors, schedule shoulder programming and secure distribution partnerships.CCTV has previously broadened reach by sublicensing live digital rights to major platforms, and similar arrangements are expected to be explored again given the size of the 2026 event and the importance of mobile consumption in the market.The deal also keeps FIFA’s China narrative aligned across commercial and development pillars, with the organisation highlighting CMG’s production capability and the role of digital coverage in reaching younger audiences.Online reaction in China underlined the consumer impact, with the announcement quickly trending and fans posting relief that the matches will be available domestically.FIFA has said it has concluded broadcast agreements across more than 175 territories, and the China agreement removes one of the most high-profile unresolved markets from the 2026 sales map.