PATTAYA, Thailand – Thailand is increasingly unlikely to secure broadcasting rights for the 2026 FIFA World Cup after negotiations reportedly stalled over soaring licensing fees, weak advertising prospects, and concerns that overnight match schedules would limit audience numbers. According to sources at Thailand’s National Broadcasting and Telecommunications Commission, or National Broadcasting and Telecommunications Commission, the government has attempted to negotiate a deal within a budget similar to the roughly 600 million baht previously used to support World Cup broadcasts. However, rights holders are reportedly demanding significantly higher fees, well beyond the range Thai authorities consider financially reasonable.
Officials stressed that the issue is not a lack of interest in the tournament itself, but growing concern over whether spending such a large amount of public money for a month-long sporting event can still be justified under current economic conditions. The 2026 FIFA World Cup, hosted by the United States, Canada, and Mexico, presents an additional challenge for Thai broadcasters due to major time differences. Many matches are expected to kick off around 3 a.m. Thailand time, while some games may finish near 10 a.m., raising doubts over how many viewers will stay awake to watch live coverage.
The difficult schedule is also expected to reduce the economic boost usually enjoyed by restaurants, bars, and public viewing venues during previous World Cups held in Europe or Asia, where match times were far more favorable for Thai audiences. Advertising revenue has become another major concern. Sources say private companies have shown limited enthusiasm about helping finance the broadcast rights, fearing low returns due to the late-night viewing hours and uncertain audience engagement.
Officials also noted that international World Cup broadcasting rights now cost tens of millions of US dollars, with larger countries often benefiting from lower per-person costs due to their much bigger populations. For Thailand, with a population of around 60 million, paying similar rates could place a far heavier burden on taxpayers and broadcasters. A final discussion on the issue is expected during the Thai Cabinet meeting on May 19, where officials are set to make a formal decision on whether the country will proceed with efforts to secure the rights for the 2026 tournament.
