Is it too expensive!? The broadcast rights for "FIFA ASEAN 2026"
The World Cup for ASEAN football, the "ASEAN Cup 2026," has reached the semi-final stage.
The first leg matches for both pairs will be played this coming Saturday and Sunday.
Our Thai national team, the War Elephants, will visit Singapore's national team first on the evening of Saturday, 15 Aug 2026, at Jalan Besar Stadium.
Although the Thai players advanced with an impressive record of winning 4 consecutive matches, earning a perfect 12 points,
and kept a clean sheet without conceding a single goal,
the semi-final match against the Lions will not be easy, especially playing away in Singapore, where the Thai team often struggles.
It is hoped that coach Anthony Hudson will have strategies and key tactics prepared to counter the home team.
So that we can achieve a satisfactory result and continue to the second leg at home, at Rajamangala National Stadium, on Tuesday, 18 Aug.
Speaking of the ASEAN football championship by the AFF, which is outside the FIFA calendar, many countries have had trouble calling up players fully.
At first, many paid little attention because this year FIFA is launching a brand-new tournament.
The "FIFA ASEAN 2026" tournament will be held for the first time.
It offers a total prize money of 4 million US dollars (about 134 million baht).
Additionally, every team will receive a participation fee of 125,000 US dollars (around 4.1 million baht).
This does not include bonuses for wins or draws in each match.
This immediately shifted the focus of the ASEAN championship competition to FIFA's new tournament.
Thai football fans, disappointed by the lack of free-to-air broadcasts of the Thai national team in this ASEAN Cup for the first time, have pinned their hopes on the chance to watch the War Elephants (senior team) fully in the "FIFA ASEAN" tournament.
This will be held late next month during the FIFA Days from 24 Sep to 3 Oct 2026, which will provide full FIFA ranking points.
The event features 14 teams divided into two divisions.
Thailand is in Division 1 Group B with Vietnam, Pakistan, and the Philippines, competing in Indonesia.
However, the hopes seem likely to be dashed.
FIFA set the broadcast rights price extremely high at 3 million US dollars, or about 98 million baht.
All countries reacted strongly, almost simultaneously, considering this price outrageously expensive.
Especially when comparing it to the quality of the teams participating.
Moreover, the FIFA ASEAN 2026 rights price is higher than the current ASEAN Cup broadcast rights, which is nearly 60 million baht.
Although there is news that FIFA's marketing department has recently lowered the price from 3 million to 2.6 million US dollars (approximately 86 million baht), it remains extremely costly.
It is not surprising that no Thai television channel has yet shown interest in purchasing the rights.
Because paying nearly 100 million baht for 20 matches (13 matches from Division 1 and 7 from Division 2) clearly does not offer value.
Especially since Thailand's national team will only play 3-4 matches in this tournament.
It makes it very difficult, if not impossible, for anyone to invest such a large sum.
This would only lead to losses and financial deficits.
At the same time, the tournament's quality, in the eyes of football fans, is not particularly impressive.
Otherwise, invited nations like China and India would not have easily decided to withdraw without much thought.
Perhaps FIFA's current policy, focusing solely on making money and marketing without regard to reality,
has negatively affected the organization and its president, Gianni Infantino,
whose image appears to be declining steadily.
It would not be surprising if this FIFA ASEAN tournament happens only once in history.
Because in the next FIFA presidential election, there is a high chance that the current bald-headed president may not be re-elected.
- Bee Bangpakong -