AIS closes in on four-year UEFA rights package

AIS has entered an exclusive negotiation period with UC3 for media rights to UEFA’s men’s club competitions in Thailand, Laos and Cambodia from 2027 to 2031.The talks cover all UEFA men’s club tournaments, including the UEFA Champions League, UEFA Europa League and UEFA Conference League.UC3 selected AIS following a tender process conducted with its sales agency, Relevent Football Partners. The exclusivity period gives the Thai telecoms and media group the opportunity to complete a deal before UC3 can negotiate with rival bidders.Financial terms were not disclosed and no final agreement has yet been announced.The proposed package would give AIS control of one of the most valuable groups of international sports rights available in the three markets for four seasons.European club football provides year-round programming, regular high-profile matches and a strong base for subscriber acquisition and retention. The rights can also support advertising, sponsorship and bundled connectivity offers.AIS has used premium sport to build engagement across its digital entertainment services and telecommunications business, linking live content with mobile, broadband and streaming subscriptions.Securing the next UEFA cycle would provide continuity beyond the current rights period while giving AIS long-term certainty over a central part of its sports portfolio.The regional structure also allows the operator to distribute the same premium product across Thailand, Laos and Cambodia, creating opportunities to spread rights and production costs across multiple markets.UC3 is the joint venture established by UEFA and European Football Clubs to manage the commercial rights to UEFA club competitions.The company represents UEFA and more than 800 European clubs, combining the interests of the governing body and participating teams within a single commercial operation.UC3 controls the sale and delivery of media, sponsorship and licensing rights across UEFA’s leading men’s and women’s club competitions.The 2027–31 cycle will be among the first major rights periods sold under the UC3 structure, which is intended to increase coordination and long-term value across UEFA’s club properties.Relevent Football Partners is overseeing the international media rights sales process. The agency’s role includes organising tenders and negotiating with broadcasters, streaming services and telecommunications groups across individual territories.Exclusive negotiations do not guarantee that a contract will be completed, but they indicate that AIS is UC3’s preferred bidder following the competitive process.