Bangkok: AIS and the Bundesliga have announced a strategic partnership for three years, securing broadcasting rights and jointly driving the future of Thai football. Advanced Info Service Public Company Limited (AIS) is strategically moving forward to become No. 1 in sports, shaking up Thai football once again with the announcement of a significant strategic partnership with Bundesliga International to become “The New Home of Bundesliga in Thailand.” This marks AIS’s exclusive and official broadcasting rights for the German Bundesliga, Thailand’s top football league, on OTT platforms for three years (from the 2026/27 to the 2028/29 seasons).
According to Thai News Agency, this partnership goes beyond mere broadcasting, aiming to strengthen and elevate the Thai football ecosystem from its foundations. It reinforces AIS’s vision of not only delivering world-class sports content but also playing a crucial role in sustainably developing the potential of young Thai footballers for the international stage. German football fans will be able to watch live Bundesliga matches via AIS PLAY, the leading video streaming and sports content service provider in Thailand. This is the most comprehensive sports hub, employing the strategy of “covering all sports in one platform.” It encompasses world-class sports content, including the English Premier League, French Ligue 1, golf (PGA Tour, LPGA Tour, DP World Tour), NFL American football, NBA basketball, ATP Tour tennis, and more.
Viewers will be able to watch all nine Bundesliga matches on each matchday, starting with the first match on August 22, 2026, featuring the “Franz Beckenbauer Super Cup,” a clash between the Bundesliga champion and the DFB-Pokal champion of the 2025/26 season. Mr. Prathana Leelapanang, CEO of AIS, stated, ‘AIS’s key objective is to continue developing the country’s smart infrastructure, coupled with upgrading various Intelligent Platforms, especially in entertainment, to deliver a superior experience to Thai people. In the past, we have secured broadcasting rights and forged strategic partnerships with several world-class sports organizations to bring the best content to everyone’s screens.’
“Reinforcing its position as ‘The New Home of Bundesliga in Thailand’ on AIS PLAY, and importantly, we look ahead to elevating Thai sports and strengthening the Thai football ecosystem from the grassroots. This will be achieved by providing opportunities for youth and football personnel to learn and grow sustainably with world-class standards,” said Mr. Peer Naubert, CEO of Bundesliga International. “The Bundesliga has always been a home for Asian players, from the era of Wittaya Laohakul to Nicholas Mickelson, a Thai national team player, and most recently, Maicon Cardozo of Bayern Munich.”
In addition to being the official broadcaster, AIS is also preparing to launch a proactive collaboration with the Bundesliga under the “Future Collaboration” mission to elevate Thai football in several dimensions. These include: the Bundesliga Dream Thailand project: continuing for its fourth year, providing opportunities for talented Thai youth to train and gain experience with academies of leading clubs in Germany; the Bundesliga Coaching Clinic project: transferring knowledge and world-class training standards to football personnel in Thailand; and the possibility of bringing Bundesliga clubs to visit Thailand to create exclusive experiences and expand the German football fan base in Thailand in the future.
The Bundesliga is considered one of Europe’s top leagues, known for its fast-paced, aggressive attacking style and high number of goals per game. It’s dominated by clubs like Bayern Munich, Borussia Dortmund, RB Leipzig, and Bayer Leverkusen. Currently, the Bundesliga has a fanbase of over 8 million people in Thailand, with more than half regularly watching live broadcasts. Furthermore, Thai fans’ interest has increased significantly due to the rise of Nicholas Mickelson, a Thai national team player currently playing for SV 07 Elversberg in Bundesliga 2. This underscores the German league’s openness as a platform for Asian players, as demonstrated by players like Daichi Kamada and Lee Jae-sung.