The International Cricket Council has suffered a major shock ahead of the T20 World Cup 2026. JioStar, the official broadcaster for ICC events in India, has told the ICC that it cannot continue its massive USD 3 billion media-rights deal. This decision has created uncertainty for the upcoming global event. It may also disrupt the ICC’s long-term media rights plans in one of its biggest markets.
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JioStar’s exit has raised questions about the financial structure of major sports broadcasts. It has also forced the ICC to reopen its rights and search for new partners. The situation comes at a sensitive time, as India and Sri Lanka prepare to co-host the T20 World Cup from February 7 to March 8. Below is a detailed look at the entire situation.
JioStar Ends USD 3 Billion Deal: What Went Wrong in T20 World Cup 2026?
JioStar had signed a four-year contract with the ICC for India media rights from 2024 to 2027. The deal was worth USD 3 billion. It covered all major ICC tournaments, including the 2024 T20 World Cup, the 2025 Champions Trophy, and the T20 World Cup 2026. However, the broadcaster has now informed the ICC that it cannot continue the contract.
Reports show that the company has faced huge financial losses. Its audited accounts reveal that the losses on sports content rose from INR 12,319 crore to INR 25,760 crore in one financial year. This massive rise indicates deep monetisation challenges. The cost of global cricket rights keeps increasing.
But the revenue from subscriptions and advertisements is not rising at the same pace. This has made the deal unsustainable for JioStar. The company has been struggling to recover costs, especially after the expensive 2024 T20 World Cup and the 2025 Champions Trophy. With two years still left in the agreement, the decision to withdraw has left the ICC in a difficult position.
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ICC Begins Search for New Broadcast Partners
After JioStar communicated its withdrawal, the ICC started a new media-rights sale process for the 2026-29 cycle. The ICC is reportedly seeking around USD 2.4 billion for the new deal. But the situation is complex. The ICC has approached several major platforms. These include Sony Pictures Networks India, Netflix, and Amazon Prime Video.
So far, there has been no strong interest. The high cost of the package is believed to be a major reason. Streaming platforms worldwide are under pressure. Content costs are rising. Subscriber growth has slowed. The Indian market is competitive, and monetising sports events is difficult. Because of this, companies are cautious.
If the ICC fails to secure a strong broadcast partner soon, the T20 World Cup 2026 could face serious coverage challenges in India. India is the ICC’s most valuable market. Any disruption here affects global revenue.
T20 World Cup Nears, But Broadcast Situation Remains Unclear
The 2026 T20 World Cup is only months away. The tournament will take place from February 7 to March 8. India and Sri Lanka will serve as co-hosts for the event. India will open their T20 World Cup campaign against the USA on February 7 in Mumbai. They are placed in Group A with the USA, Pakistan, the Netherlands, and Namibia. The India vs Pakistan match will be played on February 15 in Colombo. The final is expected to be held in Ahmedabad.
But if Pakistan qualifies for the final, Colombo may become the alternative venue. Everything seems set for a thrilling event. But the broadcasting issue is now a major concern. Fans across India depend on a strong broadcast partner to watch the World Cup. With JioStar leaving the deal, the ICC must find a replacement quickly. The financial impact could also influence other ICC events in the 2026-29 cycle.
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Why JioStar’s Exit Matters Ahead of World Cup
JioStar was expected to play a central role in promoting and broadcasting the T20 World Cup 2026. Its sudden exit has created major gaps in planning and preparation for the ICC. The withdrawal is especially significant because India remains the ICC’s largest audience market.
A major portion of ICC revenue comes from Indian broadcasters, and losing a confirmed partner so close to a global tournament creates financial and operational challenges. The uncertainty has also affected advertisers. Brands usually begin planning and booking their campaigns several months before a major tournament.
Without clarity on who the official broadcaster will be, many advertisers are hesitant to commit their budgets. This hesitancy could disrupt the marketing ecosystem that typically surrounds ICC events. The ICC had hoped to secure around USD 2.4 billion through new bids for the India media rights.
However, industry experts believe that companies may now submit lower bids because of unstable market conditions. A significant drop in media-rights value would directly impact the ICC’s funding for cricket development programmes across the world. There is also concern about the tight timeline. Setting up broadcast operations for an event as large as the 2026 T20 World Cup requires months of planning.
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2026 T20 World Cup: Is There Any Chance JioStar May Return?
Industry experts believe that JioStar’s return is unlikely. The broadcaster’s losses are too high. The rise from INR 12,319 crore to INR 25,760 crore is not sustainable. The gap between content cost and revenue keeps widening.
JioStar focused heavily on acquiring major sports rights. But monetisation through subscriptions and ads did not match expectations. Because of this, continuing the deal for the T20 World Cup seemed unviable. The T20 World Cup 2026 is one of the most anticipated tournaments.
India is the defending champion. Fans worldwide are excited. Teams are preparing. But the ICC now faces a major challenge. With JioStar pulling out of the USD 3 billion deal, the ICC must secure a new broadcast partner urgently. The search has begun. But the lack of interest from major companies is worrying.
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