Thailand is reconsidering spending over 1.7 billion baht ($52 million) on broadcast rights for the 2026 FIFA World Cup. Prime Minister’s Office Minister Paradorn Prissananantakul indicated no final decision has been made, although initial estimates show the cost would be substantial, involving rights, taxes, and operating expenses. The government is exploring options to allow Thai citizens to watch the tournament while evaluating if such an investment yields long-term value for Thai football.
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The 2026 World Cup will be hosted by the United States, Canada, and Mexico from June 11 to July 19. Reports of a potential pullback on purchasing broadcast rights prompt the government to assess whether funds could be better allocated to promote youth football or sustainable sports programs in Thailand. The Public Relations Department, alongside the National Broadcasting and Telecommunications Commission, is tasked with evaluating broadcast options, factoring in public concerns about the financial impact.
Paradorn emphasized that the decision must consider sustainable outcomes for Thai football, pointing out the significant taxpayer-funded cost. Alternatives, such as using the money to bolster domestic football through existing programs like the Prime Minister Cup and T3 football promotion projects, are under consideration. Paradorn also noted the time zone differences, potentially impacting viewership convenience, and suggested private sector involvement could help mitigate costs.
Government officials stressed that an imminent decision is required due to the approaching tournament. There is openness to private companies contributing to or fully purchasing the broadcast rights. Meanwhile, FIFA announced Thai singer Lalisa Manobal, or Lisa BLACKPINK, will perform at the World Cup's opening ceremony, highlighting global interest.
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Adapted by ASEAN Now · The Thaiger · 19 May 2026
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