
FIFA rights secured, ZEE charts long-term course with football and emerging sports
As audiences splinter across streaming platforms and traditional television struggles to retain mass viewership, live sports has emerged among the few categories capable of delivering scale, engagement and advertiser interest in real time. Zee Entertainment Enterprises ( ZEE ) is betting that this shift creates an opening beyond cricket. Just days before the FIFA World Cup 2026 , the broadcaster secured rights to 39 FIFA events through 2034 and launched a dedicated sports network under the Unite8 Sports brand, marking its most ambitious sports push in more than a decade. The portfolio includes the FIFA World Cups in 2026 and 2030; the FIFA Women's World Cup in 2027; youth tournaments; and several other FIFA properties over the next eight years. The events will be broadcast across Unite8 Sports 1, Unite8 Sports 1 HD, Unite8 Sports 2 and Unite8 Sports 2 HD and streamed on Zee5. Media reports peg the value of the FIFA deal at around $35 million, though ZEE has not disclosed financial details. For the company, however, the FIFA acquisition is only the starting point. The larger ambition is to build a diversified sports business spanning international rights, regional leagues, grassroots development, sports IPs and long-term advertiser partnerships. "We see a clear inflection point in the market," says Bavesh Janavlekar, chief business officer – Unite8 Sports, Zee Entertainment Enterprises. "Sports gives us an opportunity to bring new audiences to the network while also attracting a different set of advertisers." Looking beyond cricket ZEE exited sports broadcasting in 2017 when it sold its sports channel Ten Sports to Sony Pictures Network India (SPNI). Its return to sports comes at a time when broadcasters globally are placing greater emphasis on live programming as audiences fragment across platforms. According to Janavlekar, sports remains one of the few categories capable of creating appointment viewing at scale. "As content options continue to multiply, the value of live experiences will only grow, and sports is uniquely positioned to benefit from that trend," he says. While cricket continues to dominate India's sports economy, Janavlekar believes the opportunity outside cricket is significantly underappreciated. "The sports broadcasting landscape is heavily skewed towards cricket, but even the remaining share of the market is substantial in absolute terms and remains relatively underserved," he adds. He points to the FIFA World Cup as evidence that Indian audiences are willing to engage deeply with sporting properties even without direct national participation. "Many global sporting events attract massive audiences despite having little or no Indian participation. The FIFA World Cup is a great example of that." Beyond football, ZEE is evaluating opportunities across hockey, kabaddi, wrestling, boxing, kho-kho, combat sports and badminton, where Janavlekar believes India is steadily producing globally competitive athletes and growing fan communities. "Every successful sports broadcasting business ultimately needs heroes. While cricket continues to have iconic stars, other sports are now creating their own heroes and fan communities. The challenge is not the absence of heroes; it's building an ecosystem that consistently celebrates and amplifies them." The company is also closely watching emerging categories such as pickleball and padel, which are witnessing rapid growth at the participation level. "Our approach across all sports is guided by a long-term perspective. We are interested in sports where we can help build a sustainable ecosystem, develop strong IPs and grow alongside the sport itself." Building sports IPs, not just buying rights Unlike many broadcasters that focus primarily on acquiring media rights, ZEE wants to play a larger role in building sports properties. Janavlekar notes that creating and co-owning sports IPs will be a core pillar of the company's strategy. "Over the years, we've seen numerous sports leagues launch in India. While some have succeeded, many have struggled to sustain momentum because the interests of stakeholders were not aligned," he says. For a sports league to succeed, he argues, every stakeholder must participate in the value creation process. "The economics have to be realistic, valuations have to be sensible, and all stakeholders need to see a clear path to growth. When those fundamentals are in place, the probability of creating a successful and enduring sports property increases significantly." The company will evaluate opportunities in cricket as well, though Janavlekar stressed that financial discipline will remain central to every rights decision. "We are not interested in acquiring rights simply for the sake of acquiring rights." For ZEE, the sports strategy extends beyond broadcasting. "Our objective is threefold: to show sports, to encourage participation in sports, and ultimately to help grow sports." Winning over advertisers A key part of the strategy is attracting brands that may not traditionally be heavy spenders on entertainment programming. According to Janavlekar, sports offers advertisers something increasingly difficult to find elsewhere: emotionally invested audiences. "Sports naturally attract brands that align with energy, passion, performance, and lived experiences," he says. The company has already begun advertiser outreach around the FIFA World Cup, and it says it is seeing strong interest from categories including automotive, beverages, energy drinks, and FMCG. Rather than treating sponsorships as short-term transactions, ZEE wants to build long-term partnerships around sports properties. "Sports fandom creates a deep emotional bond. Our objective is to create partnerships where brands grow alongside the properties they support." Building a 'United Sports' ecosystem View this post on Instagram A post shared by Unite8 Sports Official (@unite8sportsofficial) Janavlekar says the idea behind the Unite8 Sports brand—pronounced "United Sports"—is to bring global and domestic sports together under a single platform. "On one level, it represents the coming together of international sporting properties and homegrown sports. On another, it reflects India's diversity." Regionalisation will be a key pillar of that strategy. For the FIFA World Cup, ZEE will offer Malayalam and Bengali commentary feeds across television and Zee5, targeting some of India's strongest football markets. The broadcaster is also in discussions to acquire rights to state-level and regional leagues and plans to leverage its extensive regional entertainment network to expand sports audiences. Over the longer term, Janavlekar says ZEE is evaluating dedicated regional sports channels in markets such as Tamil Nadu, Karnataka and the Telugu-speaking states. Currently its channels are available in English and Hindi. "Developing regional IPs and building local sports ecosystems will be critical to our sports strategy." Why FIFA matters The FIFA World Cup has historically served as a launch pad for media platforms in India. Viacom18 used the 2022 tournament to accelerate adoption of JioCinema, while the 2002 edition was among the first major events carried by Ten Sports. Janavlekar believes football's appeal in India remains underestimated. "Despite India not participating, the country remains among the top 10 markets globally for FIFA World Cup viewership." According to him, around 60 million Indians watched the 2022 World Cup, while nearly 30 million follow football regularly. Football already enjoys strong followings in Kerala, West Bengal, Goa, Maharashtra and Karnataka, and ZEE hopes its long-term FIFA partnership will help deepen engagement with the sport. "Our relationship with FIFA is not centred solely around the 2026 World Cup. We have entered into a long-term partnership focused on helping develop and strengthen the football ecosystem in India." View this post on Instagram A post shared by Unite8 Sports Official (@unite8sportsofficial) Turning a challenge into an opportunity One concern around the 2026 FIFA World Cup (June 11 to July 19) is scheduling. The tournament's hosting across the United States, Canada, and Mexico will result in several matches falling outside traditional prime-time viewing hours in India. Janavlekar, however, believes the challenge is overstated. He estimates that 60–70% of the matches, including many marquee fixtures, will be available during relatively accessible viewing times for Indian audiences. "The schedule is more viewer-friendly than many assume." He also believes the prospect of what could be the final World Cup appearances of Lionel Messi, Cristiano Ronaldo and Neymar adds a compelling narrative layer. "This could potentially be the last World Cup for three of football's biggest icons. That alone creates tremendous anticipation." For ZEE, the FIFA deal is ultimately less about a single tournament and more about securing a long-term foothold in India's evolving sports ecosystem. "We're not looking at sports as a short-term play," Janavlekar says. "Our focus is on building fandom, developing sports ecosystems and creating enduring value for audiences, athletes and advertisers."









