'Need to leave cricket behind & find sports that are relevant'
Published on: June 8, 2026, 2:22 a.m. | Source: The Economic Times
Zee Entertainment is making a significant long-term bet on football. The company has secured FIFA media rights until 2034, including upcoming World Cups. This move signals a strategic shift away from the costly cricket market. Zee believes football, popular with young people, offers a valuable global sports property at a lower investment.
