Advanced Info Service (AIS), the leading telecoms firm in Thailand, has been announced as the new domestic broadcast rights partner for German soccer's top-tier Bundesliga. This significant development will see all nine games per gameweek from the German league being aired via the AIS Play platform.
The partnership was unveiled earlier today, with AIS set to broadcast three seasons of the 18-team Bundesliga starting from 2026-27 through to 2028-29. The deal also includes broadcasting rights for the next three editions of the curtain-raising German Supercup.
Previously, major international sports broadcaster BeIN Sports held primary broadcasting rights for Bundesliga matches in Thailand through a three-year deal that covered every game. Additionally, PPTV, a free-to-air channel in Thailand, aired two live matches per week along with highlights and a magazine-style show during the 2025-26 season.
More than just broadcasting
In addition to live coverage of games, AIS plans to engage fans with a range of marketing and promotional activations. As part of this initiative and under a wider Memorandum of Understanding signed between Bundesliga and Thailand Sports Authority three years ago, AIS will work closely with Bundesliga on various projects.
Bundesliga's partnership with AIS is not its only recent venture into expanding its global reach. Earlier this month, an innovative rights deal was unveiled between Bundesliga Americas arm and Creator Sports Network (CSN) in Canada. This agreement allows creators to livestream select matches for Canadian viewers for the remainder of the 2025-26 season.
Moreover, another multi-year broadcast deal was agreed upon by Fox Corp - US media giant - covering Mexico and Central America from seasons 2026-27 until 2030-31. AIS's acquisition of Bundesliga broadcasting rights adds to its growing portfolio of sports content. Over the past few months, AIS has broadcasted action from major international leagues such as the NBA and NFL, further solidifying its position as a significant player in sports broadcasting.
