Digital Economy Deputy Minister Says Thailand Still Can't Confirm Free World Cup Coverage for Citizens, Citing High Broadcasting Rights Fees—A Challenge Worldwide
Thailand cannot yet confirm free World Cup coverage for citizens, with Deputy Digital Economy Minister citing the high global cost of broadcasting rights as a major obstacle with less than two months before the tournament.
At 6:10 p.m. on May 11, 2026, at Government House, Nan Bunyathida Somchai, Deputy Minister of Digital Economy for Society, addressed questions about the Cabinet's consideration of World Cup broadcasting coverage. She noted that many countries are grappling with the high cost of World Cup broadcasting rights, and this isn't unique to Thailand—virtually every nation faces this expense issue.
When asked which agency would take the lead, Nan explained that authorities first need to determine whether a government or private agency should handle it. She pointed out that since the National Broadcasting and Telecommunications Commission (NBTC) has no mandatory requirement (Must Have provision) to broadcast the World Cup free-to-air—though a previous NBTC regulation required seven major national sporting events, including the World Cup and Olympics, to be broadcast free on television for public access—the situation remains fluid.
"With less than two months remaining, we need to see if anyone can acquire the rights cost-effectively," she stated. "For private sector involvement, the Cabinet has conducted preliminary inquiries. We need to wait and see how the responsible agency will approach the licensing fees."
When pressed on whether Thai citizens would have free access to World Cup matches, Nan said no final answer was available yet. She emphasized that the outcome depends on preliminary negotiations regarding how much government funding would be allocated. She urged patience while various agencies conduct their assessments and noted that no private companies have yet expressed interest in purchasing the broadcasting rights.
