
BANGKOK – Although it is a European tournament, Thai football fans are eagerly awaiting Euro 2024, which will be held in Germany this year and starts next week.
On June 6, Prime Minister Srettha Thavisin who is a football fan, chaired a press conference at the Government House, regarding the live broadcast of the 2024 European Football Championship from Germany for Thai viewers. He was joined by Komol Jungrungruangkit, Chairman of Summit Footwear Co., Ltd. (Aerosoft), as the licensee for the live broadcast.
Relevant ministers, the Governor of the Sports Authority of Thailand and a group of sponsors, including the Airports of Thailand Public Company Limited, Bangkok Airways Public Company Limited, PTT Public Company Limited, and Thai Beverage Public Company Limited also attended.

Private sector support
“Football is a popular sport among Thai people, and the Euro 2024 tournament is the biggest football event, second only to the World Cup. In addition to promoting sports and international sports competitions, the government believes that the over 60 million Thai people have the right to know about and watch world-class competitions, which is something that this government considers important,” said the Prime Minister.
He added that the government has taken the lead in inviting the private sector to support the live broadcast of the Euro 2024 football tournament without using any government funds. He thanked to Aerosoft, which must be thanked as a key leader, as well as the chairman of PTT Public Company Limited, Airports of Thailand, and Bangkok Airways.

The PM also said this live broadcast is expected to increase happiness for the audience and make the restaurant and sports bar business more lively. The matches will be mainly aired on PPTV 36 and may also be supplemented by Channel 9 MCOT HD and NBT2HD for every match.
Broadcasting rights is higher
Previously, during the Euro 2020 tournament, Summit Footwear Co., Ltd. surprised Thai football fans by becoming the licensee for the live broadcast of the competition. The song “Aerosoft Cheers Euro” was promoted during every match, making it well-known among football fans. This time, it is expected that the government’s NBT station will be the main channel for the live broadcast.
Komol Jungrungruangkit, Chairman of Aerosoft believed that if Thailand does not broadcast the football tournament, it will miss out on tourism opportunities because during the tournament, it coincides with the time when many tourists from the European continent come to travel in Thailand. He is therefore very pleased and sincere in supporting the government’s policy.

Regarding the value of purchasing the broadcasting rights for the Euro football tournament this time, Mr. Komol said that he could not disclose the figures because it is a secret between the private sector and the Union of European Football Associations (UEFA), but he can only say that the value is greater than the previous Euro football tournament.
When asked whether the song used to promote this live broadcast will still be the same song used in the previous Euro football tournament, Mr. Komol said that he is currently approaching many singers and artists, but he still wants the song to be as fun as before.
Football Fans Tour to Germany
Chatree Tangthiengkul, managing director of World Planet International Co Ltd, a major Thai tour operator, told “Prachachat” that his company organizes trips to Germany and has secured a number of tickets for various matches.
While not as many as before the COVID-19 pandemic due to the increased cost of accommodation, food and other expenses, 5-6 tour groups have booked with the number of participants ranging from 15 to 28 people. These include friends, family groups and companies booking for marketing purposes, sales promotion or as gifts for fans.
Final Match Ticket Costs: 450,000 Baht
“This tour is organized as a travel package. The groups leave 1-2 days in advance and then travel to the stadium, where they usually arrive 2 hours before the match to eat and drink before watching the game. After the game, they return to their accommodation and continue their sightseeing tour before returning to Thailand. Most customers have been booking in advance since late last year or early this year because of the lengthy visa process,” Chatree said.
The Managing Director of World Planet mentioned that this year had been a challenge due to the high costs. Customers from the ASEAN countries, who used to attend, are almost non-existent this year. Travel costs for the semi-finals are around 380,000 baht and for the finals around 450,000 baht. Some tickets are still available, but only for those who already have a European visa, as it is now too late to apply.

First Round Matches: 200,000 Baht
A source from another tour operator mentioned that the first package deals for the 2024 European Football Championships are coming onto the market, mainly from companies that are regularly active due to their ticketing partnerships. Prices for the preliminary matches are around 200,000 baht, while prices for the later matches range from 280,000to 300,000 baht, depending on ticket prices, airlines and accommodation.
“In Thailand, there are many die-hard football fans from all over the world who usually travel with their regular tour operators. Some companies focus on selling to their own customer groups as getting tickets for the matches is a must before organizing these trips,” the source said.
Multiple Price Packages Available
Reporters have noted that travel companies have started to advertise travel packages. Tidtour Travel, for example, is offering an 8-day, 5-night package for the England-Denmark and Turkey-Portugal matches from June 18-25, 2024, at a price of 224,000 baht, which guarantees 100 tickets.
Uni-Thai Trip Co, Ltd. is offering an 8-day, 5-night package for the final round from July 11-18, 2024 starting at 289,000 baht. Other packages include a 7-day, 4-night trip for the group stage matches from June 18-24, 2024 from 185,000 baht and another from June 19-25, 2024 from 275,000 baht.
Central vs. The Mall: TV Sales Battle
Reporters also noted that electronics stores offer TV promotions, which are popular during major sporting events. Power Mall, part of The Mall Group, is running the Power Mall The Ultimate Mega Screen campaign, offering up to 50% off high-end audiovisual and IT products. Customers who purchase OLED or QLED TVs will receive a free Dolce Gusto coffee machine with 0% installment for 10 months from May 15 to July 29, 2024.
Power Buy, part of Central Group, is running a campaign from June 1 to July 14, 2024, offering sharp TV discounts and trade-in offers of up to 10,000 baht and 10% off on participating TV brands such as Samsung, LG, TCL, Hisense, Sharp, Toshiba, Haier, Panasonic and Skyworth.

Hat Yai Prepares for Euro Excitement
Wittaya Saelim, a professional tour guide in Songkhla, mentioned that football matches such as the World Cup and European Championships boost tourism as fans can watch the matches at various places such as cafes, pubs and restaurants. Usually, tourists with high spending power come to Songkhla during these seasons as neighbouring Malaysia imposes strict religious policing measures.
A source from a pub in Hatyai said the entertainment venues are ready for Euro 2024, attracting tourists and increasing sales of drinks and food by about 60%. Veerawit Khrueasombat, president of the Patong Entertainment Business Operators Association, noted that the venues and staff are decorated according to the football atmosphere, as football is a highly anticipated sport that takes place every two years and is only surpassed by the World Cup.
Matichon Group’s Promotional Campaign
Khaosod and Matichon, two of Thailand’s leading media outlets are running a Euro 2024 campaign asking readers to cut out coupons from their newspapers for a chance to win big prizes worth millions of baht. This campaign is in collaboration with various companies to promote participation in Euro 2024.
Related article: Khaosod-Matichon Promotes ‘Euro 2024-Paris Games’ Lucky Draw Campaign
