By Thai Newsroom Reporters
THE FEDERATION Internationale de Football Association has so far declined to meet Thailand’s persistent call for a substantial cut in price of the broadcasting rights for the FIFA World Cup 2026 whereas Vietnam, a fellow ASEAN member country, has been reportedly offered a relatively low price.
Jasmine International Pcl. has quietly negotiated in vain with the FIFA for a sizeable reduction in the broadcasting rights for the world soccer tournament jointly hosted by the United States, Mexico and Canada between June 12 and July 20 local time which had been reportedly offered at 1.3 billion baht for Thailand, compared to less than 500 million baht for Vietnam.
That does not include an estimated four million baht in other expenses for Jasmine International to bear in order to broadcast any of a total 104 games live from the North American countries throughout a five-and-a-half-week period for a total of 48 national teams to play.
However, the private Thai firm is more or less anticipating the FIFA to finally agree to cut the price for its broadcasting rights for Thailand to some extent barely a few days ahead of the kickoff of the tournament in Mexico City scheduled for next Friday local time in Thailand. In 2022, Thailand paid some 1.4 billion baht for such broadcasting rights for the previous FIFA World Cup held in Qatar.
Nevertheless, the Bhumjaithai-led government has earlier resolved to not have the National Broadcasting & Telecommunications Commission provide partial funding worth of the taxpayer’s money for the FIFA World Cup broadcasting rights which had been invariably viewed by some in government as “unfairly expensive” for Thailand in comparison to the relatively affordable prices reportedly quoted for the more populous China and India.
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FIFA World Cup trophy. Above photo AFP/Jewel Samad via Getty Images and published by CNN, Front Page – Reuters published by BBC
This aerial view shows the Mexico City Stadium, renamed from Azteca Stadium (or Banorte Stadium) for the FIFA World Cup, in Mexico City on May 28, 2026. Photo – Carl De Souza/AFP/Getty Images and published by CNN
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Thailand among 4 Asean countries not yet buying World Cup broadcasting rights
Govt urged to negotiate price cut for FIFA World Cup 2026 broadcasting rights
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Thais assured to view World Cup 2026 live
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