Thailand’s government is continuing negotiations over broadcasting rights for the 2026 FIFA World Cup, but a senior minister said football fans may seek alternative online channels to watch matches if no agreement is reached.
Supamas Isarabhakdi, the minister attached to the Prime Minister’s Office overseeing the Public Relations Department, said on 20 May that the Cabinet had assigned the department to negotiate with FIFA, sponsors and the National Broadcasting and Telecommunications Commission (NBTC).
She said FIFA’s proposed licensing fee was considered unreasonable and difficult to justify to the public, prompting Thai authorities to negotiate for a lower price.
“There are still people who want live World Cup broadcasts, but we must consider economic conditions first,” Supamas said.
She added that the government would move forward only if it could explain to the public that the price represented fair value.
Supamas said the 2026 World Cup schedule poses additional commercial challenges, with matches expected to kick off at around 03:00, 05:00 and 09:00 Thailand time, limiting opportunities for restaurants, bars and businesses to benefit from screenings.
Unlike previous tournaments, sponsors have shown limited interest in supporting the rights purchase because advertising revenue is expected to be weaker, she said.
Asked whether Thailand could wait until after the tournament begins to purchase the rights at a lower cost, Supamas said it would likely be difficult by that stage.
“People would probably try to find other ways to watch,” she said. “Nowadays there are many online channels where viewers can access broadcasts.”
