PATTAYA, Thailand – The Thai Cabinet on May 12, approved a budget of THB 1.3 billion for the National Broadcasting and Telecommunications Commission (NBTC) to proceed with securing broadcasting rights for the 2026 FIFA World Cup.
The tournament, officially the 23rd FIFA World Cup, will be held from June 11 to July 19, across three host nations: the United States, Canada, and Mexico.
Under the approved framework, the NBTC has been assigned as the lead agency to coordinate with the private sector, aiming to bring in advertising revenue and commercial sponsorships to reduce reliance on public funds and ensure wider public access to the matches.
NBTC Chairman Dr. Sarana Boonbaichaiyapruek said discussions have already taken place with the Prime Minister regarding possible approaches. The Public Relations Department is expected to draft an operational plan before formally submitting it to the NBTC, which will then consider whether to allocate funding from the Broadcasting, Television and Telecommunications Research and Development Fund for Public Interest (BTFP).
Officials stressed that the proposal is still in its early stages, with the final funding structure, amount of support, and private sector participation yet to be determined.
Acting NBTC Secretary-General Trairat Viriyasirikul said the proposal must undergo board review before any approval is granted, particularly regarding the appropriate use of different segments of the fund, which are governed by separate conditions.
A source within the NBTC noted that board consideration will depend heavily on the final proposal details, including budget size and public benefit justification. Smaller requests may be easier to approve, while larger funding requirements will face stricter scrutiny.
The cost of broadcasting rights for the 2026 World Cup is estimated at around THB 1.5–1.6 billion, prompting concerns that private sector participation alone may not be sufficient if profitability remains uncertain.
Unlike previous tournaments, the NBTC has already removed the FIFA World Cup from the “Must Have” list, meaning broadcasters are no longer legally required to air the event on free-to-air television. This shift places full responsibility for rights acquisition on market-driven decisions.
Officials also referenced past complications from the 2022 World Cup rights deal in Qatar, where NBTC funding of THB 600 million led to disputes over broadcasting arrangements and unresolved financial issues, making regulators more cautious this time.
Meanwhile, questions remain over why the Sports Authority of Thailand (SAT) is not taking a lead role, with sources suggesting legal and budget constraints, since Thailand does not have participating national athletes in the tournament.
Although Cabinet approval has set the framework in motion, the final outcome will depend on the NBTC board’s decision, the ability to secure private investment, and whether the plan can deliver broad public access without repeating past controversies.
