According to a report by the *South China Morning Post*, FIFA has proposed lowering the asking price for Chinese World Cup broadcast rights from $300 million to between $120 million and $150 million. However, this figure still exceeds CCTV’s previous offer. In a move seen as a sign of good faith, FIFA will send a delegation to Beijing this week, including Secretary General Mattias Grafström and Media Rights Director Jean-Christophe Petit, to discuss the matter with CCTV. 
From this perspective, FIFA appears to be showing genuine willingness to negotiate. CCTV had reportedly offered $80 million for the rights to the upcoming World Cup, leaving a significant gap between the two sides. It is widely speculated that a final agreement could be reached at around $100 million, a development fans are eagerly anticipating. To avoid potential price hikes for future World Cups, CCTV has proposed a bundled deal covering multiple tournaments. 
China’s national team has a realistic chance of qualifying for the next World Cup, which could drive up the value of the rights. CCTV wants to prevent FIFA from inflating the price later, especially if China’s Men’s Football Team performs well in qualifying. Interestingly, some domestic fans have expressed skepticism about the World Cup’s appeal, noting that the Chinese Super League already offers exciting matches. Yet, similar doubts were voiced ahead of the Qatar World Cup—initially questioned for its winter timing, it turned out to be one of the most thrilling editions in recent years, culminating in a classic final between France and Argentina decided by penalties. 
FIFA’s apparent willingness to cut the price in half and still face rejection from CCTV has drawn attention. The disclosure of CCTV’s bottom-line offer—$80 million—has surprised many fans but also garnered widespread support. The public hopes CCTV can secure the broadcasting rights for the 2026 World Cup in the United States, Canada, and Mexico at a fair price, avoiding being taken advantage of.