BG Sports, a leading broadcaster in Thailand, has expanded its media rights agreement with the Asian Football Confederation (AFC) through 2029. This expansion includes all remaining national team and women's club competitions from 2025-26 to 2028-29.
The new deal builds on the initial broadcast partnership established in September 2024. BG Sports had previously acquired selected competitions from 2024 to 2029. The latest agreement solidifies BG Sports as the home for all AFC competitions in Thailand.
The existing deal between BG Sports and the AFC already encompassed several high-profile events. These included the AFC Asian Qualifiers for the 2026 FIFA World Cup, seasons of both the AFC Champions League Elite and AFC Champions League Two club competitions from 2024-25 to 2028-29, and the inaugural season of the AFC Women’s Champions League in 2024-25.
Expanded coverage
With this new contract, BG Sports is set to broaden its coverage significantly. The broadcaster will be airing all matches involving Thai teams as well as additional fixtures from a variety of prestigious tournaments.
This includes AFC Women’s Champions League matches spanning seasons from 2025–26 to 2028–29, matches from the 2026 AFC Women’s Asian Cup, games in line with the '27 edition of the AFC Asian Cup, and fixtures related to Los Angeles'28 games under the banner of The AFC Women’s Olympic Qualifying tournament.
In addition to these major tournaments, several youth competitions have also been incorporated into this package. Fans can look forward to watching matches from both '26 & '28 editions of U23 Asian Cup; '27 edition of U20 Asian Cup; Men's & Women's versions for U17 Asian Cups scheduled for years '26, '27,'28; women's version for U20 Asian Cups planned for years '26 & '28; along with Futsal versions underlined for years'26 & '28 editions.
New viewing experience
All matches will be shown live on the BG Sports YouTube channel, providing a seamless viewing experience for fans. In addition, the Thai broadcaster plans to expand its coverage through linear free TV broadcast of key matches of the 2027 AFC Asian Cup taking place in Saudi Arabia.
The renewed deal was brokered by Asia Football Group (AFG), the commercial partner of AFC. AFG holds exclusive commercial rights for AFC properties across the 2023-28 cycle. Patrick Murphy, CEO of Asia Football Group, expressed his satisfaction with this expanded partnership and looks forward to bringing more exciting football action to Thai fans through BG Sports' comprehensive coverage.
Patrick Murphy, CEO of Asia Football Group, said:
“After a successful partnership with AFC and BG Sports in Thailand, we’re excited to expand this collaboration by securing exclusive rights across the country for AFC competitions. Fans can access the sport more easily than ever, making it more engaging and accessible through evolving technology for our supporters in Thailand.”
This expanded agreement between BG Sports and AFC is set to bring an unprecedented level of access and coverage for football fans in Thailand. It's indeed a significant step towards promoting and growing the sport in Thailand while also catering to sports betting enthusiasts who closely follow these competitions.
