Let’s be honest: FIFA’s latest move reeks of greed. They want to hold onto power through votes from smaller nations while squeezing massive profits from the big ones. The ongoing tug-of-war with CCTV over World Cup broadcasting rights has long ceased to be a simple business negotiation.
As many have heard, FIFA’s official website no longer offers a Chinese language interface. This comes after the breakdown of talks over a $300 million broadcasting rights deal. Frustrated by the impasse, FIFA simply removed the Chinese entry point—a rather petulant reaction.
Frankly, FIFA is treating mainland China as a cash cow. Removing the Chinese language option isn’t about money; it’s about a lack of vision and respect, taking our goodwill for granted. CCTV should stand firm and not indulge FIFA’s bad habits. With our strength, we must earn the respect we deserve.
Objectively speaking, football has changed. It’s now all about winning and losing, chasing results rather than the artistry and creativity of the past. In truth, it doesn’t matter much whether we watch it or not.
Moreover, with FIFA removing the Chinese interface, there’s even less reason to broadcast the 2026 World Cup in the U.S., Canada, and Mexico. We shouldn’t force ourselves to beg.
Instead, let’s focus on our own domestic leagues like the Super League or the Guangdong-Hong Kong-Macao Cup. Tickets cost only 8.8 yuan, offering real, quality football that’s far more appealing than a watered-down World Cup.
Besides, the World Cup lacks China’s national team, and stars like Messi and Ronaldo are past their prime. France is out of form, Neymar is no longer what he used to be—there’s little to talk about, little to watch.
As a longtime fan, I can honestly say: this World Cup will feature mismatched games, one blowout after another. It’s a waste of time.
With less than 30 days until the tournament, FIFA hasn’t signed broadcast deals with China or India. It remains to be seen what strong-arm tactics President Infantino will employ next.
The World Cup has expanded from 32 to 48 teams, yet China’s men’s team still hasn’t qualified. FIFA’s hope to cash in on advertising revenue tied to the Chinese team has completely backfired. That’s why CCTV has the confidence to say no.
Some may not realize how crucial the Chinese market is to FIFA. During the last Qatar World Cup, China’s coverage across cable TV, digital, and social media platforms accounted for 49.8%—nearly half of the total viewership.
We contributed nearly half of the ratings without charging FIFA a cent for promotion. Why should we pay such exorbitant rights fees? Logically, FIFA should be paying us, given how much we helped boost the World Cup’s popularity.
