Hong Kong has successfully secured the broadcasting rights for the 2026 FIFA World Cup, bringing excitement to football fans across the region. According to the official announcement from FIFA, Now TV and its free-to-air counterpart ViuTV have obtained the exclusive rights to air the tournament in Hong Kong.
Under the agreement, Now TV will broadcast all 104 matches on its pay-TV platform, while ViuTV will offer free coverage of key games, including the opening match and the final. This dual-platform approach ensures that fans can access the action regardless of their subscription status.
The cost of the deal is substantial: PCCW, the parent company of Now TV and ViuTV, paid approximately $25 million USD (around HKD $190 million) to secure the rights. This investment reflects the immense global value of the World Cup, which attracts billions of viewers worldwide.
In contrast, negotiations for the mainland Chinese broadcasting rights remain unresolved. Sources indicate that FIFA initially demanded between $250 million and $300 million from China Central Television (CCTV), but the state broadcaster’s budget is reportedly only around $60 million to $80 million. Despite FIFA lowering its asking price to between $120 million and $150 million, the gap remains significant. As a result, no agreement has been reached yet.
World Cup broadcasting rights have skyrocketed over the past two decades. For example, the combined price for the 2010 and 2014 tournaments was about $115 million in China, while the 2018 and 2022 editions cost around $300 million together. Now, the price for a single tournament in 2026 could exceed that figure. This sharp increase is driven by the tournament’s growing commercial appeal, as well as the vast potential of the Chinese market in terms of viewership and advertising revenue.
For Hong Kong fans, the deal guarantees a summer of football frenzy. Bars, restaurants, and public spaces are expected to come alive with late-night screenings, just like during previous tournaments. The question remains whether mainland China will eventually secure its own rights, but for now, Hong Kong is ready to celebrate.
