Thailand’s football landscape is set for a historic transformation as a powerful consortium of corporate giants—GULF, AIS, and JAS has secured the exclusive broadcasting rights for the Thai League in a monumental deal with the Football Association of Thailand (FAT). The partnership, announced on June 10, 2025, guarantees coverage for four seasons from 2025/26 to 2028/29, with a special option to extend for two additional seasons, heralding a new dawn of financial stability and technological advancement for the nation’s most popular sport.
Bangkok, Thailand – The announcement marks a pivotal turning point for Thai football, which has navigated a period of significant uncertainty following the absence of an official, long-term broadcast rights holder. This new strategic alliance promises to inject not only substantial financial resources but also a clear, long-term vision into the heart of the sport. The collaboration is being hailed as a masterstroke of synergy, combining the financial might and strategic vision of GULF, the nation’s leading energy and infrastructure developer; the technological prowess and vast digital reach of AIS, Thailand’s top mobile and internet provider; and the extensive media distribution network of JAS and its partner, MONO29.
Nualphan Lamsam, the President of the Football Association of Thailand, expressed immense relief and optimism, framing the deal as a landmark achievement. “During a difficult time for the FAT, we must thank GULF, AIS, and JAS for recognizing the importance of the Thai League as the most-watched sport in Thailand and the number one sport in the world,” she stated.
“Looking back two years, before I came in, the Thai League had no official broadcast rights holder. But today is a historic day; the Thai League has value again under this crucial partnership”
The immediate economic impact of this stability cannot be overstated. The agreement provides a predictable and significant revenue stream for the FAT and, crucially, for the more than 100 member clubs across the professional leagues. This financial security empowers clubs in Thai League 1, 2, and 3 to engage in long-term strategic planning, invest in player development and infrastructure, and operate with a degree of professionalism previously hampered by financial precarity.
Perhaps the most revolutionary aspect of the partnership is its sheer scope. For the first time in the nation’s history, the broadcast coverage will be truly all-encompassing. Fans will have access to live matches from the top-tier Thai League 1, the fiercely competitive Thai League 2, and the foundational Thai League 3. The coverage also extends to the prestigious FA Cup and League Cup tournaments. Critically, the deal shines a much-needed spotlight on the future and diversity of the sport by including the U-21 youth leagues and, in a groundbreaking move, both the Women’s League 1 and 2.
This inclusive approach aligns perfectly with President Lamsam’s personal commitment to elevating the women’s game. “This is the first time that all levels of competition will be broadcast, especially the women’s football league, which, despite not being very popular in the past, GULF, AIS, and JAS are trying to increase access to, which aligns with my intention to prioritize women’s football as well,” she remarked.
At the core of this transformation is a significant technological uplift designed to redefine the viewer experience. AIS, as the lead digital partner, is set to leverage its formidable infrastructure. Somchai Lertsutiwong, CEO of AIS, affirmed the company’s commitment. “AIS is delighted to be part of transforming the Thai football industry towards the future,” he said.
“We are ready to bring the strength of our Digital Infrastructure to connect the excitement from the edge of the field to the screen. This is the first time in history that Thais will be able to watch every Thai League competition on AIS PLAY, the digital entertainment platform for Thais, through our intelligent network and quality home internet with high-definition broadcasting technology”
This will be powered by AIS’s industry-leading 5G network, which boasts the largest spectrum portfolio in the country, and its expansive AIS 3BB FIBRE3 high-speed home internet service, which serves over 5.1 million customers.
To ensure universal access, the distribution strategy is multi-platform. While AIS PLAY will serve as the premier digital hub for subscribers, JAS brings its media expertise to the table, ensuring that football reaches every household. Dr. Sorat Asavaprapha, CEO of Jasmine International, explained, “Thai League fans can be confident that we will make the competition easily accessible. JAS has a partner in MONO, which will be available to watch on the MONO29 television channel and for members of the Monomax application”. This dual approach of digital streaming and free-to-air television is designed to cater to every demographic and generation of football fan across the country.
However, the consortium’s vision extends far beyond broadcasting. It is a strategic blueprint to build a robust and sustainable football industry that contributes meaningfully to the national economy. Sarath Ratanavadee, the visionary CEO of GULF, articulated this broader economic perspective with striking clarity. “Currently, the Thai football industry has about 100 teams. Including referees, there are probably around 10,000 people involved,” he noted. “This is an opportunity to indirectly support the Thai football industry and is part of driving the Thai economy. This is the entire purpose for us coming in to support Thai sports and this broadcast”.
His personal passion for the sport, coupled with astute business strategy, was a driving force behind the deal. “I have known the association since the time of Mr. Worawi Makudi, Police General Somyot Poompanmoung, and now Khun Paeng Nualphan Lamsam, and have always supported the national team because I want to see them win abroad. It has been my dream to see Thai football reach the World Cup,” Sarath shared.
This ambition is backed by concrete plans for international collaboration. Sarath revealed that the groundwork has already been laid to elevate the technical standards of the game. “During a recent trip to England, I had the opportunity to speak with the English Football Association about cooperation in establishing an academy in Thailand or sending experts to train Thai referees, to which the English FA agreed. This was the starting point for the three companies to support the Football Association this time,” he explained. This collaboration, which JAS CEO Dr. Sorat Asavaprapha added will focus on developing the three core pillars of players, referees, and coaches, aims to infuse the Thai game with world-class knowledge and best practices.
Recognizing that a national league’s strength lies in its nationwide reach, the consortium has also devised an ingenious solution to overcome Thailand’s geographical challenges. Sarath Ratanavadee detailed a plan to ensure flawless broadcast signals even in the most remote areas. “I have had discussions with Thaicom, the satellite business operator. If broadcasting in distant provinces where the signal may not reach, we can connect via the Thaicom satellite and link with AIS to enable the football broadcast. I believe we will have the capability to bring football to every household,” he stated. This strategic inclusion of satellite technology underscores a deep commitment to making Thai football accessible to all, from bustling Bangkok to the rural heartlands where many of the lower-league clubs are based.
Ultimately, this landmark partnership represents far more than a commercial transaction. It is a unified, national-level commitment to the future of football. It is an investment in infrastructure, technology, and human capital. For the over 100 clubs, it means stability and the chance to grow. For the 10,000 individuals whose livelihoods depend on the sport, it means opportunity and a more secure future.
For the millions of fans, it means unprecedented access and a world-class viewing experience. As these three corporate titans pool their resources and expertise, they are not just buying broadcast rights; they are laying the foundation for a new era, one where Thai football can finally realize its immense potential, captivate the nation, and stride confidently onto the world stage.
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