China’s state broadcaster CCTV has secured the rights to show this year’s World Cup and the 2030 edition, ending weeks of uncertainty for millions of football fans across the country.
With the tournament starting on June 11, many Chinese viewers had been waiting anxiously to learn how they would watch the matches. FIFA and CCTV confirmed the agreement on Friday, less than a month before kick-off.
The 2026 World Cup will be hosted by the United States, Canada and Mexico. It will be the biggest edition yet, featuring 48 teams and 104 matches. The opening game will see South Africa play Mexico.
CCTV said the new deal also includes rights for the 2027 Women’s World Cup and the 2031 Women’s World Cup. China Media Group, CCTV’s parent company, secured coverage across television, internet and mobile platforms.
China’s national team will not take part in this year’s tournament, but football interest remains huge. FIFA said Chinese audiences made up nearly half of all global digital and social media viewing hours during the 2022 World Cup in Qatar.
FIFA Secretary General Mattias Grafstrom said China remains a major market for global football. He added that the deal will help FIFA reach younger fans through digital platforms.
Chinese social media users had widely discussed reports that FIFA initially sought as much as $150 million for the rights. Local reports later suggested the final agreement was worth around $60 million, though neither CCTV nor FIFA confirmed the figure.
Some fans praised the deal, saying it was a strong result because it also included future tournaments. Others questioned whether such a large amount should have been spent.
CCTV did not explain why negotiations took so long. Chinese outlet The Paper reported the agreement was worth $60 million, citing unnamed sources.
FIFA had earlier said it already had broadcast agreements in more than 175 countries. The governing body is expected to earn a record $11 billion from the 2026 World Cup.
China Media Group is expected to reveal more details about its World Cup coverage plans at a launch event on Sunday.
Fans in cities like Beijing and Shanghai will need to stay up late, with both the opening match and final set to begin at 3:00 am local time.
