With fewer than 40 days until the 2026 FIFA World Cup kicks off across the United States, Mexico, and Canada, broadcast rights for the tournament remain unsold on China’s mainland and time is running out. However, a potential breakthrough may be on the horizon, as senior FIFA officials are reportedly planning a trip to Beijing in the coming weeks.

According to Shanghai-based sports broadcaster Star Sports, a “secretary-general level executive” from FIFA is expected to visit China soon, sparking renewed hope that the long-stalled negotiations over World Cup broadcasting rights could finally move forward.

The urgency is mounting. Reuters has described FIFA as being in the midst of a full-blown “broadcast crisis.” Not only China, but also India, has yet to confirm an official broadcaster for the 2026 tournament. The standoff has left football’s global governing body in a far more uncomfortable position than initially anticipated.

FIFA entered negotiations with an aggressive asking price, but as the countdown to kickoff ticks toward zero, the organization is being forced to recalibrate its expectations, the Red Star News reported today.

Multiple media reports have revealed that FIFA’s initial asking price for the 2026 World Cup rights in China ranged from US$250-300 million. China Central Television’s budget, by contrast, is estimated to be just US$60-80 million. Even after FIFA reportedly lowered its demand to around US$120–150 million, a significant gap remains.

This will be the first world cup I miss in entirety.