Is 1.5 billion baht worth it!?
Only one month remains!
The 2026 World Cup, hosted jointly by the United States, Canada, and Mexico, will kick off from 11 June to 19 July 2026.
The main question among football fans now is whether Thai people will be able to watch the World Cup live as they have in the past.
So far, no one in Thailand has purchased the broadcasting rights from FIFA, which are becoming increasingly expensive.
Meanwhile, the viewing habit in Thailand has grown accustomed to watching the World Cup "for free" for over three decades now.
Recently, Prime Minister Anutin revealed that the government is urgently considering the best approach.
Their goal is to ensure that Thai people can fully and promptly support the world-class football teams.
The government is ready to act as a coordinator between all sectors, fully aware of the limitations and the current economic challenges faced by the private sector.
All eyes are now on the model of "pooling resources" between the public and private sectors to see how it will be arranged.
This must align with the "Must Have" regulations from the National Broadcasting and Telecommunications Commission (NBTC), which require the World Cup to be one of seven major sports events that Thai people must watch for free on digital TV.
On this matter, "Big Pok" Warong Thiwat, chairman of the Thai Futsal League, shared interesting views on his personal Facebook.
We live in a society where leaders rarely discuss the ecosystem behind the huge payments required, sometimes funded by national money.
Many might be asking, "Should Thailand pay 1.5 billion baht to buy the broadcasting rights for the 2026 World Cup?"
Especially since this World Cup is held in the United States, Canada, and Mexico, which have vastly different time zones from Thailand.
This means many matches might be played at 2 a.m., 5 a.m., or early morning for Thai viewers.
So the question isn't just "Will Thai people get to watch the World Cup?"
But rather, "Will enough Thai people watch it to justify the 1.5 billion baht expense?"
The 2022 World Cup in Qatar greatly benefited Thailand thanks to the time zone.
Matches were in the evening or not too late at night, making it easy for restaurants, bars, beer gardens, marketing campaigns, and brands to ride the wave.
The World Cup became a "social festival" shared by the community.
But the 2026 World Cup might not be the same.
No matter how much Thai people love football, real life still involves "work" and "time" constraints.
Children must attend school, employees have to wake up for work, and shops open early in the morning.
Many may choose to watch highlights instead of live matches. This is the biggest challenge for this World Cup.
The 1.5 billion baht is not just for the broadcasting rights; it's a "bet" on whether football still has enough power to stop people's time.
That is, can football still capture the audience's attention fully?
However, from another perspective, the World Cup has never been just a "sports program."
It is a global soft power, a gathering space for people, national content, an economic opportunity, and advertising revenue.
It engages all platforms.
In an era where the attention economy is the most important battle,
the World Cup remains one of the few contents people worldwide watch live together.
Even if matches are at 3 a.m., people still stay up, especially for big games.
This is a value that rating numbers alone cannot measure.
But the most important consideration is: if the government or private sector is going to pay 1.5 billion baht,
should they just "buy the broadcast rights" or also "buy economic opportunities" at the same time?
Because if in the end they only get the live broadcast and let each party work separately,
the 1.5 billion baht might just be an "expense."
But if it is redesigned as a "World Cup economic platform," it could generate huge additional benefits.
Such as Fan Zones nationwide, 3x3 football matches at night according to World Cup time zones, and sports tourism.
Campaigns for restaurants and coffee shops open 24 hours to watch the matches.
Advertising packages covering all platforms, and content for the Creator Economy.
Inspiring youth and linking the World Cup with Thai football.
Ultimately, the "value" of the World Cup is never just about viewership numbers.
It depends on whether the country can "turn the World Cup into an economic engine."
If the rights are purchased just for live broadcasts, 1.5 billion baht may be expensive.
But if bought to build an ecosystem of economy, sports, marketing, and social happiness,
the World Cup might be worth many times more than the broadcasting rights alone.
In summary, what "Big Pok" wrote urges the government to realize the value of the 1.5 billion baht to be spent.
Whether it should bring more than just "broadcasting rights" for free viewing that comes and goes.
In other words, if there is no thought, planning, or follow-up to create results in economic and national sports development,
then letting it pass by is fine—these days, Thai people can easily find ways to watch the World Cup on their own.
It’s better to save the money for other useful purposes!
- Bee Bangpakong -