China Media Group (CMG), the parent company of China’s national broadcaster, has signed a broadcast deal for the World Cup, local media reported on Friday, less than a month before the tournament kicks off.
The Yangtse Evening Posta Nanjing-based publication, reported the deal but did not reveal its value or whether it covers the 2026 and 2030 tournaments.
For previous World Cups, including in 2018 and 2022, state broadcaster CCTV secured the rights well in advance, rolling out promotional content and sponsor-led ads weeks before kick-off.
CCTV, which has a wide reach on television and digital platforms, did not respond to a request for comment.
FIFA said earlier this month it had signed broadcast deals in more than 175 territories worldwide, while negotiations were still ongoing in China and India.
FIFA Secretary General Mattias Grafstrom visited Beijing this week, where he met with Chinese Football Association head Song Kai, fueling speculation that talks between CMG and FIFA were nearing a resolution.
CCTV has asked China Mobile’s streaming platform Migu to sign a distribution deal for the 2026 World Cup, a source familiar with the matter said.
The source was not aware of the price or terms of the agreement between CCTV and FIFA. Migu could not immediately be reached for comment.
In 2018, CCTV sublicensed the streaming rights for the Football World Cup to Alibaba’s Migu and Youku, marking the first time it shared live digital rights with online platforms. For the 2022 tournament in Qatar, CMG expanded distribution to Migu, Douyin and several regional TV stations.
Published on May 15, 2026
