The report says the dispute is fundamentally about price.
That gap is not trivial. The 2026 edition will be the first with 48 teams, but scale alone does not guarantee a richer deal in every market. In India, much of the tournament is expected to land in awkward overnight slots, which can soften live television value even for a premium global event.
India is not a traditional World Cup heavyweight on the pitch, but it is a major media market. That is why any delay matters. If the report is accurate, ’s decision to keep negotiating rather than settle quickly shows the territory is still viewed as strategically important.
The complication is simple: football prestige and broadcast economics do not always move together. A larger tournament creates more inventory, but more matches also need more monetisation, and time-zone friction can limit that.
The unsettled picture may also explain why Zee Entertainment Enterprises Limited is reportedly repositioning toward sports television. The update says ZEEL has revisited its linear strategy, moved sports higher up the agenda and sought branding for Unite8 Sports.
That does not mean a World Cup deal is imminent. But it does suggest the market sees opportunity while rights structures remain fluid. ZEEL’s reported focus on profitability is notable too: re-entry is one thing, overpaying for a flagship property is another.
The next storyline is obvious. Watch for whether trims its demands again, whether JioStar shifts its stance, or whether a third player turns a stalemate into a late rights grab before the 2026 World Cup countdown speeds up.