TrueVisions secures major ASEAN football rights package

TrueVisions has been appointed the ASEAN Football Federation’s official broadcast partner in Thailand, giving the pay-television group rights to four of the region’s leading football competitions.The agreement covers the 2026 ASEAN Hyundai Cup, the 2026–27 and 2027–28 ASEAN Club Championship Shopee Cup seasons, the 2027 ASEAN Women’s MSIG Cup and the 2027 ASEAN Under-23 Championship. Financial terms were not disclosed.TrueVisions and Media Division head Ongard Prapakamol said: “We are delighted and proud to bring ASEAN’s premier football tournaments to Thai fans. With live coverage of every match, expert commentary, in-depth analysis, and exclusive content, TrueVisions is committed to delivering the most comprehensive and engaging viewing experience.“This partnership further strengthens our position as Thailand’s leading sports platform and reinforces our commitment to bring world-class and regional sporting events closer to Thai audiences.”TrueVisions will distribute every match across linear television, over-the-top and digital platforms, beginning with the Hyundai Cup in 2026.The broadcaster is part of True Corporation, one of Thailand’s largest telecommunications and technology groups. The agreement gives the AFF access to a broad distribution network in one of Southeast Asia’s largest football and media markets.AFF president Major General Khiev Sameth said: “Our Official Broadcast Partners are fundamental to the continued growth and success of ASEAN football. We are delighted to welcome TrueVisions, a highly respected broadcaster with a proven track record of delivering world-class sports content to audiences across Thailand.“This partnership reflects our shared commitment to expanding the reach and visibility of ASEAN football and bringing our competitions closer to fans than ever before.”The rights were negotiated by SPORTFIVE, the AFF’s exclusive commercial partner, as part of its strategy to consolidate the federation’s major competitions under the ASEAN United FC platform.The package gives TrueVisions year-round regional football content rather than exposure to a single short-form tournament. It also combines established national-team inventory with the developing Shopee Cup and women’s and youth competitions.SPORTFIVE Asia president and chairman Seamus O’Brien said the four events collectively attract audiences approaching one billion across Southeast Asia.The deal strengthens the commercial proposition offered to tournament sponsors by guaranteeing distribution across television and digital channels in Thailand.It also gives TrueVisions additional local and regional sports programming as subscription broadcasters compete with streaming platforms for live rights and viewer retention.Coverage will begin with the Hyundai Cup, which is scheduled to start in July and remains the AFF’s leading national-team competition.