JioHotstar has paid through their nose for cricket as they picked up IPL rights in 2023, at breathtaking amounts, and 2027 looms. They might yet pick up FIFA in the end. (FILE photo)

Forty-six days remain until kick-off between Mexico and South Africa, and no Indian broadcaster is publicising that they will show the football World Cup yet. FIFA, which first quoted $100 million for broadcasting rights for two editions (2026 and 2030), have now been forced to drag down the asking price to $35 million.

Those in the know of developments in Indian sports broadcasting, delved into the different reasons why they are shying away from the quadrennial showpiece, one of the most-watched sporting events in the world. “There was a huge mismatch between the seller’s (FIFA) asking price, and the advertising revenue that a buyer could generate.…