The Bundesliga has strengthened its footprint in Southeast Asia after securing a new three-year broadcast and partnership deal with Thai telecom provider AIS, beginning from the 2026–27 season.
The agreement will see all nine Bundesliga matches per matchday broadcast live on the AIS PLAY platform, along with the Franz Beckenbauer Supercup, reinforcing the league’s commitment to one of its most engaged international markets.
A strategic market with proven fan engagement
The Bundesliga has long identified Thailand as a key growth region, citing a fan base of around eight million supporters.
“More than half of Thai fans stay up to watch matches live despite the time difference,†said Bundesliga International CEO Peer Naubert. “That passion is incredible.â€
The league has a strong historical connection with Asian football, having featured players from the region for decades and currently hosting talent such as Nicholas Mickelson, alongside emerging prospects linked to clubs like FC Bayern Munich.
Expanding beyond broadcasting
AIS, already a major distributor of global sports content, views the deal as part of a broader push into football and live sports engagement.
“The Bundesliga is defined by fast-paced, attacking football and passionate fans,†said AIS CEO Pratthana Leelapanang. “This partnership aligns with our vision to elevate the national sports scene and drive growth in Thai sports.â€
Beyond media rights, the collaboration will extend into grassroots development, including initiatives such as the Bundesliga Dream project—designed to create pathways for young Thai players to develop within the German football ecosystem.
A growing global strategy
The Bundesliga’s expansion into Thailand reflects a wider global strategy focused on international fan engagement and talent development.
According to league data, the Bundesliga currently hosts more Asian players than any of Europe’s other top five leagues, highlighting its long-standing connection with the region.
The new partnership reinforces the league’s positioning as a global product, while strengthening its presence in one of football’s most digitally engaged and passionate markets.