With kick-off less than a month away, hundreds of millions of Chinese fans were left wondering how they could watch matches before the unusually late deal was finally announced.
The showpiece event, to be the biggest-ever World Cup, is being co-hosted by the United States, Canada and Mexico, and begins on June 11 when South Africa faces off Mexico.
“The partnership covers the 2026 World Cup, the 2030 World Cup, the 2027 Women’s World Cup and the 2031 Women’s World Cup,” CCTV said.
The agreement between Fifa and CCTV’s parent company, China Media Group (CMG), includes broadcast rights for TV, internet and mobile, it said.
The mega tournament will see 48 teams and 104 matches and interest is particularly intense in China, the second most populous nation with around 1.4 billion people.
China is not playing this summer but accounted for 49.8% of all hours of viewing on digital and social platforms globally during the Qatar 2022 World Cup, according to Fifa.
“The Chinese market is of very big importance to the global football community,” Fifa Secretary General Mattias Grafstrom said, according to a statement from the football authority.
The deal “marks an important step in Fifa’s efforts to connect the competition with younger audiences through digital coverage”, the statement added.
Fans on social media had been bashing a rumoured price tag of up to US$150 million for weeks, although users were divided about the reported US$60 million bill.
“These negotiations are really satisfactory, not only getting World Cup broadcast rights but getting two at once,” one person wrote.
Others were less impressed.
“Isn’t it better to give this money to the people,” a top-liked comment read.
CCTV did not detail how much the deal was worth nor why it was delayed.
Chinese media outlet The Paper reported the deal was valued at US$60 million, citing people familiar with the matter.
Asked by AFP before CCTV’s announcement whether it was worried about the rights issue with the World Cup coming up fast, Fifa said it has sealed agreements with broadcasters in more than 175 countries.
Fifa is expected to make a record US$11 billion revenue from the 2026 World Cup.
Chinese financial outlet 21st Century Business Herald said it received an invitation to a CMG launch event on Sunday, where it is expected to release details of its coverage and distribution arrangements.
For fans in Beijing and Shanghai the opening match will start at 3:00 am, as will the final.