FIFA Holds Firm on $40 million Thailand World Cup 2026 Broadcast Fee, Threatening Viewer Access

FIFA has refused to lower its asking price of $40 million (about 1.053 trillion VND) for the exclusive broadcast rights to the 2026 World Cup in Thailand.

Negotiations initially involved two Thai pay‑TV operators, TrueVisions and Jasmine International (JAS). TrueVisions withdrew, leaving JAS as the sole bidder. JAS has offered roughly $15 million, arguing that paying FIFA’s demand would likely cause losses.

The Thai government has declined to fund the deal, meaning any coverage would probably be delivered through a paid subscription. JAS, which already holds Premier League rights and serves about 1.6 million subscribers, says it can operate without the World Cup but may pull out if terms remain unfavorable. Concerns are rising that Thai fans could be left without legal access, potentially turning to piracy.