Key facts
- Jasmine International has secured exclusive domestic broadcasting rights for the 2026 and 2030 FIFA World Cups.
- The deal with FIFA is valued at $70 million.
- The agreement covers all FIFA sports events from June 2026 until 2030.
- The announcement ensures Thai fans can watch the World Cup live.
- Thailand's prime minister had previously addressed fan concerns about broadcast access.
Thai sports broadcaster JAS, also known as Jasmine International, has secured exclusive domestic broadcasting rights for the 2026 and 2030 FIFA World Cups. The eleventh-hour deal, valued at $70 million, ensures that fans in Thailand will be able to watch the upcoming football tournament live.
Soraj Asavaprapha, chief executive of JAS, announced the agreement, which covers all FIFA sports events until 2030. This development comes just before the 2026 World Cup kicks off, alleviating concerns among fans who were unsure if they would have access to the matches. Thailand's prime minister, Anutin Charnvirakul, had previously reassured the public that broadcast access would be secured, drawing a parallel to previous governments ensuring free access to the tournament.
Football is highly popular in Thailand, despite the national team never having qualified for the World Cup. Nualphan Lamsam, president of Thailand's football association, noted that watching the tournament could inspire young players. This deal follows a last-minute agreement for the 2022 World Cup, which was reportedly valued at $33 million and funded by the NBTC regulator and private partners.