‘Need to leave cricket behind & find sports that are relevant’
Zee Entertainment Enterprises is betting on football for the long term at a time when cricket economics are becoming increasingly difficult even for large broadcasters, wagering that FIFA media rights can help build a sports business in India despite uncertain monetisation prospects for the 2026 World Cup.
The broadcaster has secured FIFA media rights in India through 2034, including the men’s FIFA World Cups in 2026 and 2030, the FIFA Women’s World Cup and several other international tournaments, marking its biggest sports investment in years after the UAE-based cricket league International League T20 (ILT20), for which it has committed $100-150 million over 10 years through 2032.
