May 28 – Indian media conglomerate Zee Entertainment Enterprises has launched a new four-channel linear sports broadcast offering, Unite8 Sports after emerging victorious in a high-stakes poker battle with FIFA.

Zee is expected to be announced as FIFA’s rights-holder in the market, with the world body now resigned to a cut-price agreement to avoid a blackout in a country of over one billion people. The new Unite8 portfolio is built around two language propositions, Unite8 Sports 1 (English) and Unite8 Sports 2 (Hindi). Each platform will have standard and high-definition feeds, bringing the total to four channels. 

It marks Zee’s return to sports broadcasting after exiting the sector following the collapse of its ICC sublicensing deal with Star in 2024. The new brand is expected to carry cricket, kabaddi, badminton, wrestling, and boxing, alongside football. 

The numbers around the FIFA negotiation tell the real story. FIFA originally targeted $100million from India for the 2026 and 2030 tournaments combined, but now the final figure is reportedly heading below $35m. JioStar, successor to Viacom18, which paid over $60m for the 2022 edition, is holding firm at a $20m-$25m valuation, leaving FIFA with little choice. With kick-off less than three weeks away, India remains the last major territory without a deal. 

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