Millions of football fans in India and China are currently experiencing the same existential dread as a last-minute penalty kick: will they actually get to watch the World Cup? With just weeks to go before the tournament kicks off, broadcasters in the two most populous nations have yet to agree on TV rights with FIFA, the global football governing body.
It is, as one might put it delicately, a bit unusual for TV rights deals to not be locked down for an event of this scale with the starting whistle so close. Such agreements are typically settled months, if not years, before the opening ceremony - like a wedding invitation sent out the day before. Local media in both countries report that FIFA and broadcasters are still haggling over the cost of showing the games, which is a bit like arguing over the price of a ticket after you've already boarded the plane.
FIFA told the BBC that talks in China and India "are ongoing and must remain confidential at this stage," without commenting on the fees involved - a classic diplomatic sidestep that would make any politician proud. A total of 180 territories have now completed deals with FIFA, but a handful have yet to secure the rights to broadcast the 2026 World Cup, including India and China - which together account for around a third of the world's population. That's a lot of people potentially staring at a blank screen.
FIFA's initial offer to state broadcaster China Central Television (CCTV) for rights to the tournament was reportedly as high as $300m (£220m). FIFA has now lowered the price to between $120m and $150m, according to state-controlled newspaper Beijing Daily. But that is still more than double CCTV's budget for the event, the paper said - because nothing says "good business" like asking for twice what your customer can afford.
Beijing Daily noted that since China has not qualified for the tournament, there would be less interest amongst football fans in the country. The paper also pointed out that the time difference between China and North America means many high-profile games will be played in the early hours of the morning for Chinese fans - a scheduling choice that seems designed to test the limits of caffeine consumption. Deals between China and FIFA were struck far earlier for recent World Cups; FIFA announced in November 2017 that it had reached an exclusive agreement with CCTV to broadcast both the 2018 and 2022 World Cups.
While an agreement has not yet been struck between FIFA and an Indian broadcaster, local media reported this week that a deal was likely to be announced soon. So, for fans in India and China, the suspense continues - like a penalty shootout that just won't end.