Thailand is keen to keep the World Cup accessible to viewers, but the costs are intensifying the debate. According to a source at the National Broadcasting and Telecommunications Commission, no official decision has been made yet. The relevant authorities are investigating whether the purchase offers sufficient value, given the price, broadcasting conditions, advertising opportunities, and public interest.
The asking price of at least 1,3 billion baht is more than twice as high as the amount Thailand previously used as a starting point. As a result, doubts are growing as to whether public funds should be used for a one-month tournament, especially now that the matches are difficult to hold due to the time difference.
Negotiations stall at 1,3 billion baht
According to the source, Thailand is staying close to the earlier NBTC amount of approximately 600 million baht. That amount served as the basis for talks with the rights holder.
When Thailand proposed a price within that framework, the negotiations stalled. The representative of the rights holder indicated that the compensation could not be lower than 1,3 billion baht. According to the source, the question is not whether Thailand values the World Cup, but whether such public costs are justifiable.
Early matches depress viewership and advertising value
The 2026 FIFA World Cup will be held in the United States, Canada, and Mexico from June 11 to July 19, 2026. Due to the time difference, the broadcast times pose a problem for Thai viewers.
Some matches would start around 3 a.m. Thai time. Other duels would end around 10 a.m. That makes it more difficult to attract a large audience than at tournaments in Europe or Asia.
Restaurants, entertainment venues, and events may also be affected by this. They normally benefit from matches in the evening or at night. For advertisers, the broadcast times are less attractive, meaning advertising revenue likely does not cover the high costs.
The private sector can still step in.
According to the source, private companies can still join forces and purchase the rights if they consider the investment worthwhile.
When using public funds, or money related to the NBTC, the broader societal interest must be given greater weight. Some sports federations and football organizations believe that, given such high costs, the money could perhaps be better spent on other societal causes.
Cabinet wants free broadcasts, but did not approve a budget
The uncertainty follows a cabinet decision on May 12. At that time, the government acknowledged a proposal to have the Ministry of Public Relations collaborate with the NBTC and other agencies in organizing live broadcasts of the 2026 FIFA World Cup.
Prime Minister Anutin Charnvirakul said that the government would try to ensure that Thai viewers could follow the tournament. According to him, the broadcasts “should be free”. Deputy government spokeswoman Rachada Dhnadirek later emphasized that the cabinet had not approved a budget for the World Cup rights.
Funding via the NBTC fund remains uncertain.
NBTC Chair Dr. Sarana Boonbaichaiyapruck said earlier that the Public Relations department would take the lead first and submit a formal operational plan to the NBTC office.
Funding from the Fund for Research and Development in the Broadcasting and Telecommunications Sector for the Public Interest remains possible, as with previous tournaments. However, no amount has been set yet. Acting Secretary-General Trairat Viriyasirikul stated that any formal request must be placed on the NBTC Board agenda for approval.
Cost per viewer weighs heavily for Thailand
According to the source, international World Cup rights run into the tens of millions of US dollars. Reuters reported that China Media Group has signed an agreement with FIFA for the World Cup. The Chinese state-backed newspaper The Paper estimated the cost of the rights for the 2026 World Cup alone at 60 million dollars.
For Thailand, the smaller market plays a role. The country has just over 60 million inhabitants. If Thailand has to pay an amount comparable to larger markets, the cost per viewer could become too high.
The final decision has not yet been made. Civil servants are assessing the price, deployment conditions, the willingness of the private sector, and the public interest. The subject is expected to be discussed again during the cabinet meeting on Tuesday, May 19.
Source: The Nation
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