Thailand was the only Southeast Asian country without confirmed 2026 FIFA World Cup broadcast rights shortly before the tournament began on June 11, 2026, with Mexico, Canada, and the United States jointly hosting the event [1, 2].
Jasmine International, a Thai sports broadcaster, struck a last-minute deal with FIFA to secure exclusive domestic rights for live coverage of the 2026 and 2030 World Cups, as well as all FIFA sports events through 2030 [3, 4, 5]. The agreement, valued at US$70 million (S$90 million), covers two World Cups and additional FIFA events [3, 4, 5]. Soraj Asavaprapha, chief executive of JAS, said, "The deal for two World Cups and all FIFA sports events from today until 2030 is US$70 million (S$90 million)."
Before the final agreement, JAS reportedly offered about US$15 million, comparable to Vietnam’s deal, but FIFA initially sought around US$40 million, showing a notable gap before negotiations concluded [1, 2]. Thailand had faced similar challenges securing rights for the 2022 World Cup, eventually agreeing to a US$33 million deal partly funded by the Sports Authority of Thailand and private partners [3, 4, 5].
Football remains wildly popular in Thailand despite the national team never qualifying for a World Cup; government and football officials emphasized the importance of access. Prime Minister Anutin Charnvirakul reassured fans in May 2026, stating, "Previous governments ensured free access to the World Cup, and my administration should not be an exception" [3, 4, 5]. The president of Thailand’s football association, Nualphan Lamsam, added that "watching the World Cup should inspire young footballers" [3].
Meanwhile, broadcast rights in neighboring Myanmar went to Mytel telecoms, a company sanctioned by the US in 2025 for ties to the military regime and human rights abuses [3, 4, 5].
The 2026 FIFA World Cup officially kicked off on June 11, 2026, now with confirmed coverage in Thailand secured by JAS mere days earlier [1, 3, 4, 5].
