KBU SPORT POLL Reveals Thai Majority Supports Government's 1,500 Million Baht World Cup Broadcasting Rights Purchase as Worthwhile
A Kasem Bundit University survey found 51.72 percent of Thais support the government's 1.5 billion baht purchase of 2026 World Cup broadcasting rights, with 64 percent interested in following the tournament across various media channels.
KBU SPORT POLL released survey results on "Thai Society and the 2026 World Cup Trend," showing that a majority of 51.72 percent believe the government's expenditure of 1,500 million baht to purchase broadcasting rights for the 2026 FIFA World Cup is worthwhile and beneficial.
The United States, Canada, and Mexico will host the 2026 World Cup from June 11 to July 19, 2026. Thais are expected to follow the tournament closely, prompting this survey to capture public perspectives across various dimensions. Conducted by Kasem Bundit University's Human Capital Development Innovation Center in partnership with the Sports Management Institute for Sports Organizations (WISDOM) and B Bang Pakong page, the survey was administered online and via telephone between May 15-17, 2026. The sample comprised 1,103 general respondents aged 18 and over: 647 men (58.66%), 312 women (28.29%), and 144 LGBTQIA+ individuals (13.05%).
Key findings include:
Interest in Following the Tournament: 64.10% are interested, 20.00% are undecided, and 15.90% are not interested.
Preferred Viewing Channels: 39.70% prefer social media, 32.90% television, 13.80% radio, 11.05% newspapers, and 2.55% other sources.
Responsible Organizations: 35.81% believe public and private sector partnerships should purchase the rights, 33.09% favor private sector involvement, and 31.10% support government action alone.
Value for Money: 51.72% view the 1,500 million baht investment as worthwhile and beneficial, 36.55% believe it's not worthwhile, and 11.73% had no opinion.
Assoc. Prof. Dr. Rattapong Bunnyanuvathr, Director of Kasem Bundit University's Human Capital Development Innovation Center, noted that the survey reflects Thais' sustained interest in World Cup football through various media channels. He emphasized that since World Cup matches have traditionally been broadcast free on Thai television, partnering between public and private sectors to purchase broadcasting rights—despite the 1,500 million baht cost—represents good value for money. With Thais having only a four-year wait until the next World Cup, the 23rd FIFA World Cup will soon arrive, and whether Thais will receive live broadcasts as they have in the past remains a question the government is expected to answer soon.
