Why Astro lost the Fifa World Cup 2026 rights after 20 years and what it means for Malaysian fans
The change comes after the Malaysian government confirmed on May 6, that Radio Televisyen Malaysia (RTM) and Unifi TV secured the official broadcasting rights for the tournament, which will be jointly hosted by the United States (US), Mexico and Canada from June 11 to July 19.
SHAH ALAM - For the first time in two decades, Astro Malaysia Holdings will no longer be the main broadcaster of the Fifa World Cup in Malaysia, marking a major shift in how Malaysians will watch the world’s biggest football tournament in 2026.
The change comes after the Malaysian government confirmed on May 6, that Radio Televisyen Malaysia (RTM) and Unifi TV secured the official broadcasting rights for the tournament, which will be jointly hosted by the United States (US), Mexico and Canada from June 11 to July 19.
The development has sparked widespread discussion among football fans, not only because Astro had long been synonymous with the World Cup in Malaysia, but also because it highlighted how dramatically sports broadcasting economics have changed.
Astro’s 20-year run comes to an end
In a statement released on May 6, Astro confirmed that its bid for the Fifa World Cup 2026 rights was unsuccessful despite what it described as a “fair and competitive bid”.
The company said it is now negotiating with the new rights holders to potentially allow matches to still be carried on Astro, NJOI and Sooka platforms.
“This would significantly extend reach and accessibility to millions more Malaysians at home, on business premises, and on mobile devices,” the company said.
Astro explained that the business environment surrounding premium sports content had become increasingly difficult due to soaring international rights fees, piracy and declining commercial returns.
“Rising costs, driven by inflation and escalating international sports broadcasting rights, have significantly increased the financial investment required. Meanwhile, rampant piracy has diminished the value of such rights to all legitimate platforms,” the company said.
Astro added that both the 2018 and 2022 Fifa World Cups were “extensively pirated” in Malaysia, reducing the value of exclusive broadcasting rights.
The company also pointed to difficult match timings and a shorter marketing window, saying these factors reduced advertising and sponsorship opportunities enough that the investment could no longer be justified for shareholders, nor a price increase for our customers.
Why world cup rights have become so expensive
Broadcasting costs for global football tournaments have surged sharply over the years. Industry estimates place the Malaysian market value for Fifa World Cup 2026 rights at nearly RM200 million, significantly higher than previous editions.
For comparison, the 2018 World Cup reportedly cost between RM30 million and RM40 million in Malaysia, with corporate sponsorships from companies such as Maxis and AirAsia helping to offset costs.
The English Premier League (EPL), meanwhile, has historically cost Astro between RM600 million and RM700 million for three-year broadcasting cycles, with later estimates climbing toward RM800 million to RM900 million due to the weakening ringgit.
The 2026 World Cup is also expected to be the biggest in Fifa history after the tournament expanded to 48 teams and 104 matches.
Fifa president Gianni Infantino previously said the tournament could become the largest live broadcast spectacle ever due to global demand and packed stadiums.
Government caps spending, turns to partnerships
Communications Minister Fahmi Fadzil confirmed that RTM and Unifi TV would jointly broadcast the tournament through free-to-air television, MyTV, RTM Klik and digital streaming platforms.
The government reportedly capped its direct contribution through RTM at RM24 million, with the remaining costs supported through sponsorships and private-sector collaboration.
The arrangement reflects a growing trend where governments and private broadcasters share costs to ensure major sporting events remain accessible to the public without excessively burdening taxpayers or consumers.
Why free broadcast matters to Malaysians
The decision to air the World Cup free-to-air was widely welcomed by football supporters, many of whom described it as timely amid rising living costs.
For years, many Malaysians depended on paid subscriptions, ‘mamak’ restaurants or group viewing sessions to follow the World Cup, especially because matches are often played late at night or early morning due to time zone differences.
Under the current arrangement, all 104 matches will reportedly be available live on Unifi TV, while RTM is expected to air most matches either live or on delayed telecast.
The move is also expected to benefit businesses closely tied to football culture, including sports retailers, jersey sellers, restaurants, hotels and digital content creators.
‘Mamak’ eateries, in particular, are expected to see increased crowds during major matches, continuing a long-standing Malaysian football-viewing tradition.
A reminder of Malaysia’s unique World Cup history
The latest broadcasting debate has also revived memories of one of Malaysia’s most iconic football moments — the 1982 Fifa World Cup “Ditaja oleh rakyat Malaysia” (sponsored by Malaysians) story. At the time, RTM could only afford limited World Cup coverage from the tournament in Spain.
An insurance agent named Peter Teo suggested that ordinary Malaysians donate RM1 each so more matches could be shown live.
The idea, supported by the Malay Mail and the New Straits Times Press, eventually became a nationwide crowdfunding effort known as the People’s Live Telecast Fund (PLTF).
Each broadcast opened with the now-iconic words “Ditaja oleh rakyat Malaysia”, a tribute to the collective effort that brought the World Cup into Malaysian homes.
The campaign even attracted donations from then Yang di-Pertuan Agong Sultan Haji Ahmad Shah Al-Musta’in Billah, former prime minister Tun Dr Mahathir Mohamad and former deputy prime minister Musa Hitam.
One of the most remembered stories involved a six-year-old child donating RM12.80 from a piggy bank.
More than four decades later, many fans see the return of free World Cup broadcasts as another moment reflecting how deeply football remains connected to Malaysian society.
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