Enjoying the World Cup... Within Your Means and Capacity,
The greatest global football event, “World Cup 2026,”
which is the first time in history to be hosted by three countries jointly: the United States, Canada, and Mexico, has already kicked off.
In the opening match of Group A, the host nation Mexico defeated South Africa 2-0.
The match was fiercely contested, with the referee issuing three red cards, sending players off the field.
Meanwhile, Asia’s representative, South Korea, lived up to their nickname “K-Power” by overturning a 2-1 victory against European side Czechia, earning their first 3 points excellently.
This South Korean team is the same one that Thailand’s national team, under coach Masatada Ishii, once drew with in Seoul.
Unfortunately, we suffered a heavy defeat to the Korean players at Rajamangala Stadium, serving only as their stepping stone in the past World Cup qualifiers.
We remain spectators of the “World Cup” at home as usual,
still without the chance to appear in the final tournament like other countries, even though FIFA has expanded the tournament to 48 teams.
Speaking of World Cup 2026 broadcasts, we must thank JAS and MONO
for generously investing in acquiring the World Cup rights legally for Thai viewers, just in time before the opening match began.
Although Thailand was the last ASEAN country to close the deal, barely making it,
we can still say that this is a double purchase of World Cup rights, covering two tournaments including 2030, so there is no more uncertainty about whether Thailand will get to watch it.
Behind JAS’s deal with FIFA to secure the World Cup rights,
I only learned at the press conference that “Madame Pang” Nualphan Lamsam, the president of the Football Association of Thailand,
who serves as the Chairperson of FIFA’s Development Committee for the 2025-2029 term,
played a key role in negotiating with FIFA from start to finish.
This cooperation between a major private sector company and the Football Association of Thailand greatly benefits Thai football fans.
We hope that in the “World Cup 2030,” four years from now, when FIFA might expand the final tournament further,
all of us will have the chance to see the “Thai national team” proudly raise the tricolor flag at the World Cup during our lifetime.
Returning to JAS’s acquisition of the World Cup rights, this is the first time a private company has fully managed it without government involvement.
This is the most appropriate approach, allowing it to be a fully-fledged “sports business”
rather than using taxpayers’ money as in the past.
What I admire most about JAS executives is their generosity in allocating 40 World Cup matches to be broadcast on free TV for Thai viewers.
Especially the important matches: the opening game and the final, which everyone will surely get to watch!
For the remaining matches, those who want to watch all 104 games with highlights can subscribe to the package.
The premium sports package costs about 6,000 baht and includes access to the World Cup, Premier League,
and other FIFA tournaments, as well as volleyball and various entertainment content.
If you can afford it, this is an excellent value since you can watch on two screens and pay in installments over 10 months.
However, paying over half a month's salary at once is a tough decision for many fans.
Considering the World Cup only comes every four years,
there has been public demand for JAS and MONO to sell the World Cup broadcast rights separately.
The answer is no separate sales at this time; only the full package is available at the stated price.
Unfortunately, many casual fans and non-sports viewers who only want to watch the World Cup
may decide not to subscribe to the premium package.
They see it as not worth the cost and too expensive,
just to watch one month of World Cup matches.
We must understand the reasons and perspectives of both the investors and the consumers,
as they naturally have different views and necessities.
This is not about right or wrong but about what is appropriate for each individual.
For now, during this month-long period, let’s all enjoy the “World Cup 2026” legally and happily.
Cheer for the World Cup according to your means, preferences, and economic situation,
and if you can, support JAS by purchasing their package fully.
If you can’t, just watch the 40 matches available on free TV.
Just please don’t criticize or discourage those who have invested their efforts—that would be enough!
- Bee Bangpakong -