The Asian Football Confederation (AFC) has announced a significant partnership with BG Sports, bringing the sports broadcaster on board as a YouTube broadcast partner in Thailand. This deal, which extends through 2029, will cover both national and club competitions organized by the soccer body.
This agreement provides BG Sports customers with access to five seasons of men’s Champions League Elite and AFC Champions League Two matches. Additionally, coverage of the inaugural edition of the 2024-25 Women’s Champions League will be provided.
Moreover, Thai fans can look forward to watching Asian national team qualifiers for the 2026 men's FIFA World Cup. All games involving Thai teams will be aired alongside select other fixtures from these competitions. BG Sports plans to broadcast most games via its YouTube channel while also offering live broadcasts on linear free TV for select matches.
The role of Asia Football Group (AFG)
The deal was orchestrated by Asia Football Group (AFG), AFC's commercial partner holding exclusive commercial rights for AFC properties across the 2023-28 cycle. The announcement comes ahead of Monday's kickoff for the 2024-25 Champions League Elite competition.
In an interesting turn of events during 2023-24, there was no mainstream broadcast home for AFC Champions League matches in Thailand. This new partnership fills that void and ensures that Buriam United -the sole Thai team participating in this competition’s first stage - receives due coverage.
Earlier this month, AFC extended its media rights tie-up with Indonesia's MNC media group covering competitions from 2025-28. Under this agreement, all major AFC competitions – both men’s and women’s at club and national levels – will be shown live by MNC in Indonesia, Papua New Guinea, and Timor-Leste.
BG Sports' growing portfolio
BG Sports is no stranger to football broadcasting. The company already holds rights to Japan’s J.League, England’s second-tier EFL matches, and various competitions run by the Association of Southeast Asian Nations. This new deal with AFC further strengthens its soccer portfolio and cements its position as a leading sports broadcaster in the region.
This partnership between AFC and BG Sports promises an exciting era for football fans in Thailand. With access to both national and club competitions on YouTube and free TV broadcasts, Thai fans can now enjoy more comprehensive coverage of their favorite sport.
