Bundesliga International agrees three-season AIS PLAY rights deal in Thailand

Bundesliga International has signed a partnership with Thailand’s leading communications provider AIS that will make AIS PLAY the exclusive broadcaster of the Bundesliga in the market for three seasons.The agreement runs from 2026-27 to 2028-29 and covers all nine matches each matchday, alongside the season-opening Franz Beckenbauer Supercup, according to the companies’ announcements.Peer Naubert, chief executive of Bundesliga International, said: “Through our partnership with AIS, we’re bringing the excitement of the Bundesliga even closer to Thai fans – making it easier than ever to follow every match, wherever they are and whenever they want to watch.”Naubert highlighted the league’s existing audience in the country, adding: “Eight million fans in Thailand follow the Bundesliga, and more than half stay up to watch the matches live despite the time difference. That passion is incredible.”AIS said the Bundesliga will sit within a broader sports proposition on AIS PLAY, which already carries a range of premium international properties across multiple sports and has positioned itself as a single-destination sports platform in Thailand.Pratthana Leelapanang, chief executive of AIS, said: “This collaboration covers exclusive live broadcasting for a long-term period of three seasons to reinforce being ‘The New Home of Bundesliga in Thailand’ on AIS PLAY.”AIS also pitched the deal as extending beyond media rights into football development and fan engagement, outlining a slate of joint activations with Bundesliga International.Those include the continuation of “Bundesliga Dream Thailand” for a fourth year, offering selected Thai youth the chance to train and gain experience at academy programmes in Germany.AIS and Bundesliga International also referenced coaching and education initiatives designed to transfer training standards to Thai football personnel, alongside plans to bring Bundesliga clubs to Thailand for fan experiences and market-building activity.The partnership is another approach in a region where the league has invested in commercial growth, supported by its positioning as an established destination for Asian players and a time-zone-challenged but highly engaged audience.