The announcement marks the end of prolonged uncertainty over whether fans in Thailand would have legal access to the tournament, which begins today (June 11) and runs until July 19, 2026 across the United States, Canada and Mexico.
The opening match between Mexico and South Africa will kick off in Mexico City at 2am Thailand time tomorrow morning, reports the Bangkok Post.
SET-listed Jasmine said all World Cup matches would be broadcast on the Monomax streaming platform under existing packages without the need for subscribers to pay additional fees.
In addition to its streaming service, Jasmine is expected to share part of the broadcasting rights with free-to-air television channels. The move is intended to widen access for viewers across the country, with reports suggesting that around half of all matches could be shown on free television, including the opening match and the final.
Jasmine said in a statement to the Stock Exchange of Thailand late yesterday that it was seeking final approval from its board, with further details expected to be announced at a press conference scheduled for this afternoon.
The news sent the JAS stock price up more than 10% this morning, while shares of Monomax parent Mono Next Plc rose around 6%.
The 2026 tournament will be the largest in history, featuring 48 teams and a total of 104 matches. The expanded format is expected to drive significantly higher global viewership and increase demand for accessible broadcasting arrangements in participating markets.
For football fans in Thailand, the development is particularly significant after months of negotiations and uncertainty over the high cost of broadcasting rights.
FIFA was reportedly seeking B1.3 billion for the Thai rights, similar to the amount paid in 2022. The government briefly considered funding some of the cost, hoping to recover the rest from sponsorships. However, with many matches taking place in the middle of the night in Thailand, commercial sponsors were having second thoughts.
The acquisition of the rights is seen as a strategic move by Jasmine to strengthen its position in the sports content market, particularly following its investment in English Premier League broadcasting rights. By securing another major global tournament, the company aims to maintain viewer engagement and expand its subscriber base.