JAS Sees Rare Opportunity to Secure World Cup Live Broadcasting Rights as Thais Have Watched for Free—Unless Government Steps In
JAS is weighing whether to bid for Thailand's 2026 World Cup broadcasting rights, a 1.3 billion baht investment complicated by Thais having watched the tournament free for two decades. The company says it would only pursue the deal with gov
Dr. Sorachai Asavaprabha, CEO of Jasmine International Public Company Limited (JAS), revealed that following Monomax's launch of three new packages for Premier League, FA Cup, and world-class sports broadcasting next season—Entertainment (199 baht/month), Sports Standard (399 baht/month), and Sports Premium (599 baht/month)—the company has upgraded its world-class streaming technology and content to avoid repeating mistakes from previous years.
Dr. Sorachai acknowledged concerns about the price increases, explaining that while fans are the company's priority, the new pricing offers greater value and remains competitive compared to historical rates. The platform will continue adding premium global content. Last year's user base exceeded 1.5 million, and the company expects continued growth this year through new features and add-ons, backed by marketing support.
Regarding negotiations for 2026 World Cup broadcasting rights, Dr. Sorachai explained that while multiple parties have approached JAS, acquiring these rights presents a unique challenge. "World Cup football is a difficult case because it's been free for Thai viewers for the past 20 years," he noted. The live broadcasting rights are valued at approximately 1.3 billion baht. Although JAS has the purchasing power and opportunity, implementing a paid model is challenging due to communication difficulties and managing audience expectations. "We would only consider it if the government provides support and we operate as a strong streaming platform with an established customer base and robust content distribution capabilities," he stated. Currently, no Thai broadcaster has secured the 2026 World Cup rights. The tournament will be held in Mexico, Canada, and the United States from June 11 to July 19. Six ASEAN nations have already purchased broadcasting rights: Cambodia, Indonesia, Philippines, Singapore, Timor-Leste, and Vietnam. Five ASEAN countries remain without rights: Thailand, Myanmar, Malaysia, Brunei, and Laos.
