FIFA is facing challenges in securing media rights for the 2026 World Cup in India, with industry estimates suggesting the rights could fetch only $10-15 million, a drastic reduction from initial expectations exceeding $100 million. The 2022 Qatar World Cup rights were sold for approximately $61 million, illustrating the decline in perceived value. As broadcasters grow cautious following aggressive spending on cricket properties and a sluggish advertising market, FIFA is reconsidering its strategy. The organization is now inclined to sell the 2026 World Cup rights separately, rather than bundling them with the 2030 edition, to avoid locking in lower valuations. The scheduling of the tournament, which runs from June 11 to July 19, 2026, poses additional challenges as many matches will air during late-night and early-morning hours in India, limiting advertising opportunities. This overlap with India's cricket tour of England further complicates the advertising landscape, as cricket remains the dominant sport in the country. Additionally, weakened advertising sentiment due to the ban on real-money gaming promotions and economic uncertainties related to the Iran war are impacting broadcaster interest.