PATTAYA, Thailand – Kasikorn Securities has issued an analysis on Jasmine International Plc (JAS), suggesting the company is likely to pursue partial broadcasting rights for the FIFA World Cup 2026 in collaboration with content partners, in a move aimed at strengthening its pay-TV ecosystem and protecting its existing subscriber base. According to the report released on June 2, the tournament—scheduled to take place from June 11 to July 19, across the United States, Mexico, and Canada—could represent a strategic opportunity for JAS to reinforce its position in the sports content market.
The brokerage estimates that securing the rights may require an investment of approximately 688.5 million baht. However, the report notes that such an amount could still allow the project to reach a break-even level, depending on subscriber uptake and partnership structures. Kasikorn Securities also highlighted a key strategic risk: if JAS fails to acquire broadcasting rights, the company could become one of the most negatively affected players in the market. Analysts warned that football fans may turn to illegal streaming platforms if official viewing options are unavailable or fragmented.
Such a shift could potentially undermine the value of JAS’s existing sports portfolio, particularly its Premier League content, which currently supports a subscriber base of around 1.73 million users and generates approximately 3.1 billion baht in subscription revenue. The analysis suggests that protecting premium sports content rights is critical for maintaining customer retention and reducing piracy risks, especially during major global tournaments such as the World Cup. While JAS has not officially confirmed its bidding strategy, market observers expect partnerships with content distributors or telecom operators to play a key role in any potential acquisition. The FIFA World Cup 2026 is expected to be one of the most commercially significant sporting events globally, with broadcasters competing for rights across multiple regions.
