BANGKOK, Thailand – Jasmine International Public Company Limited (JAS) has officially confirmed a $70 million deal to secure exclusive FIFA broadcasting rights in Thailand for the 2026 and 2030 World Cups, along with other FIFA tournaments through 2030. The announcement was made following a press briefing by Dr. Soraj Asavaprapha, Chief Executive Officer of JAS, together with Nawamin Prasopnet, Chief Executive Officer of Mono Next Public Company Limited (MONO), the operator of the Monomax streaming platform. Dr. Soraj said the deal is not confidential information, as JAS is a listed company and must disclose such agreements to the Stock Exchange of Thailand. He explained that the package covers multiple FIFA competitions, including the FIFA World Cup, Women’s World Cup, futsal tournaments, and youth competitions up to 2030.
He noted that the final price of $70 million was not the initial asking price, adding that FIFA had adjusted the value downward during negotiations, although he did not disclose the original figure. He emphasized that while the World Cup alone may not appear highly attractive in the short term, the company views the deal as a long-term strategic investment to strengthen the Monomax and JAS brands. According to him, the primary objective is to build brand positioning and expand the platform’s reach rather than focusing solely on short-term returns. On commercialization, Nawamin said the company is open to discussions regarding sublicensing for restaurants and venues but is not heavily prioritizing that segment. He added that the main goal is to ensure Thai audiences from all backgrounds can access World Cup coverage.
Dr. Soraj also revealed that the negotiation process took more than one year and involved coordination between the Thai government, the Football Association of Thailand, and private sector stakeholders in a “Team Thailand” approach. The coordination aimed to avoid internal bidding competition that could drive up prices. He said that when the government was not in a position to proceed with direct acquisition, JAS stepped in with support from relevant agencies, while discussions were also held directly with FIFA’s commercial rights division. Regarding financing, JAS said preparations had already been made but declined to provide further details.
Under the current broadcast plan, more than 40 matches from the 104-game tournament will be shown on free-to-air television, including the opening match and the final. Popular matches involving major national teams are also expected to be included in free broadcasts. The company has set an initial target of at least 500,000 paid subscribers for the World Cup package, while also seeking additional sponsors and business partners. In the longer term, Monomax aims to grow its user base to more than 2 million subscribers.
Dr. Soraj said the deal is “worth it,” stressing that it should not be viewed in the short term, but as part of a broader transformation of the television and streaming industry. He added that the goal is not limited to Thailand, but to build Monomax into a strong regional brand. JAS and MONO also urged fans to watch matches through official platforms to support Thailand’s sports and content industry in the long run. (TNA)
