New Delhi: At a time when India’s absence from the 2026 FIFA World Cup is dominating social media timelines once again, Zee Entertainment Enterprises Ltd. — the broadcaster of the tournament in India — has committed to contributing a 15 percent of the revenue it earns from subscriptions towards upliftment of football in the country.Zee, which entered into an eight-year association with FIFA until 2034, said it was “enabling and empowering every subscriber of Zee 5, watching the sport of football, to contribute towards identifying, training and uplifting young talent from every corner of the country.”Under the initiative, Zee plans to work with various organisations, including the All India Football Federation (AIFF), to nurture the sport at the grassroots level.“‘Z’ will work with several associations including AIFF and others at a city, district, state and national level. (There will be) Initiatives for training of youth and creation of football leagues. It will be basis the sub-revenues garnered from football,” a company spokesperson told TimesofIndia.com.The spokesperson explained that the process begins with immediate effect. They also clarified that the subscribers don’t need to pay further than what they already are.Zee has copped plenty of criticism over its subscriptions plans and change of features a few hours before the tournament began on June 11.Under the 3-month plan, users have coughed up Rs 799 for the FIFA World Cup with usage limited to 3 devices as an early bird user. It was dropped to one device on the eve of the tournament. The 12-month plan is worth Rs 1699 and has a device limit of two concurrent screens.On the opening weekend (11-14 June), Zee recorded 100 million viewers across its digital, linear and social media platforms. The Zee5 app, company’s OTT platform, garnered 6 million viewers in that duration.It is reported that Zee paid between Rs 250-300 crores to FIFA for this eight-year deal which covers the 2026 and 2030 FIFA Men’s World Cups and the 2027 FIFA Women’s World Cup.