The government is showing signs of throwing in the towel on bringing World Cup football matches to Thai TV screens, after the private sector and sponsors showed no interest in helping fund the cost.
One week after Prime Minister Auntin Charnvirakul promised Thais would see the matches on free TV, Prime Minister’s Office Minister Supamas Isarabhakdi on Tuesday acknowledged the obstacles to fulfilling the pledge.
She said the broadcast rights set by Fifa for Thailand were too expensive, while the private sector and sponsors were not keen to support the bid.
The minister did not disclose the cost of the package, as the football governing body requested negotiations remain confidential. In 2022, the broadcast rights for Thailand cost 1.4 billion baht.
Earlier media reports without naming sources said the rights alone this year would cost about 1.3 billion baht ($40 million) and the price tag would be higher with additional costs. For China, a country with 1.4 billion people, the state-backed outlet The Paper said broadcast rights for the upcoming tournament alone cost $60 million, according to Reuters.
“The high cost of the broadcast rights is something that we cannot explain to people,” Ms Supamas said.
The economic stress caused by the US-led war against Iran, combined with the broadcasting times in Thailand, have discouraged the private sector and sponsors.
The 2026 World Cup will take place from June 11 to July 19 in Canada, Mexico and the United States. The first matches of the day will be played at 12.30am (Thailand time) and the last ones will end no later than 11am due to the time difference between the host countries and the kingdom.
“There are no chances for sponsors to sell more goods during that period,” Ms Supamas said.
The cabinet on May 12 assigned the Public Relations Department to work with the National Broadcasting and Telecommunications Commission to secure broadcast rights by seeking support from the private sector and advertising sponsorship for the broadcasts.
- Editorial : End the free football habit
