Thailand Lands Last-Minute World Cup 2026 Broadcast Deal

Residents and long-stay visitors in Thailand will watch the 2026 FIFA World Cup through Jasmine International's MONOMAX platform, after the telecoms group confirmed on 11 June that it had bought exclusive Thai rights to all 104 matches of the tournament running from 11 June to 19 July across the United States, Mexico and Canada.

The agreement closed only hours before the opening fixture, ending weeks in which Thailand had stood out as one of the few Southeast Asian markets without a confirmed broadcaster. Coverage will run on the MONOMAX SPORTS channel, formerly the terrestrial Mono29, and via the MONOMAX app. Jasmine has been steering Mono29 toward a premium sports identity, lifting sports content to roughly 60 percent of its schedule.

The delay reflected a structural shift in Thai broadcasting. The Sports Authority of Thailand confirmed that the Must Have and Must Carry rules, which previously required free-to-air access to marquee sporting events, have been abolished. Negotiations were therefore left entirely to private bidders. FIFA reportedly sought around US$40 million for the Thai package, while Jasmine pushed for closer to US$15 million, the figure paid by Vietnam.

Subscription pricing, bundling for existing MONOMAX customers and any limited free-to-air arrangements will be detailed at a press conference later on 11 June. Jasmine also holds Thai rights to the English Premier League from 2025 to 2031, in a deal valued above 19 billion baht and distributed in partnership with AIS.

For expatriates and second-home owners, the practical implication is straightforward: World Cup viewing in Bangkok, Phuket, Chiang Mai and Samui condos will require a MONOMAX subscription or app access, rather than a free terrestrial signal. Hotels, sports bars and branded residences with in-house entertainment systems are expected to negotiate commercial packages ahead of the group stage.