World Cup tests Asia's appetite for costly broadcast rights

Overnight kickoffs, new viewing habits, streaming's rise complicate FIFA revenue push

Supporters of Japan’s national soccer team cheer as they watch a FIFA World Cup match on a public screen in Osaka, Japan on Dec. 6, 2022. (Photo by Kosaku Mimura) 

TOKYO/SEOUL -- Asia may be FIFA's biggest audience, but with many games in the upcoming World Cup in North America set to air overnight across much of the region, broadcasters have pushed back against soaring rights fees.