The government is seriously considering investing a budget to purchase the 2026 World Cup broadcast rights, expediting a cost-benefit analysis to help develop Thai football. Pradorn Prissanananthakul said he welcomes private sector participation in supporting this effort.
On 18 May 2026 at the Government House, Minister Pradorn Prissanananthakul, Minister attached to the Prime Minister's Office, addressed rumors that the government was stepping back from buying the 2026 World Cup broadcast rights. He clarified that there has been no retreat or halt in progress. The Prime Minister stated last week the government will make every effort and explore all possible options. The Public Relations Department is coordinating with the National Broadcasting and Telecommunications Commission (NBTC) to find feasible ways to broadcast the World Cup for Thai viewers. Initial discussions between the Public Relations Department and NBTC revealed obstacles: the broadcast rights cost 1.3 billion baht, taxes add about 300 million baht, and other operational costs around 100 million baht, totaling over 1.7 billion baht that the Thai government would need to cover.
From another perspective, societal feedback questions how sustainable investing 1.7 billion baht in World Cup broadcast rights would be for Thai football. Would it inspire Thai youth and help the football scene grow toward the shared goal of reaching the World Cup finals? Or would allocating that 1.7 billion baht to youth development programs or other football initiatives be more beneficial? Currently, discussions continue because the 1.7 billion baht involves taxpayers' money from various sources, so careful consideration is needed to determine which option best ensures sustainable growth for Thai football.
Minister Pradorn said the latest step is ongoing talks between the Public Relations Department and NBTC following the Cabinet's assignment. Given the very high cost of 1.7 billion baht for the rights, the government must think carefully. Furthermore, the broadcast period lasts about one month, and the match times fall in a time zone inconvenient for Thailand, so this must be thoroughly reviewed. Asked about private sector support, Pradorn said the government appreciates any assistance in purchasing the rights and has no objection. However, the decision to buy the rights or not must be made soon, as the World Cup starts in 15 days.