Jasmine International Secures Exclusive EPL Broadcasting Rights in Southeast Asia

Jasmine International Public Company Limited (JAS) has successfully acquired the exclusive broadcasting and streaming rights for the English Premier League (EPL) and The Emirates FA Cup in Thailand, Laos, and Cambodia. This landmark deal, valued at THB 19.17 billion (approximately USD 549 million), spans a period of six seasons and represents a significant investment in the region's sports broadcasting landscape.

Announced on July 14, 2025, the broadcasting content will be made available through the TV channel Mono29 and the streaming platform Monomax, both operated by JAS’s sister company, Mono Group. Additionally, JAS is exploring potential partnerships with other platforms, including 3BB GIGATV and AIS Play, while maintaining exclusive distribution rights under the existing agreement.

According to Naris Asavathongkul, Partner at Baker McKenzie in Bangkok, who led the transaction alongside Partner Steve Holmes from London, the deal is a testament to JAS's commitment to expanding its footprint in the sports broadcasting sector. Asavathongkul stated, “This agreement not only enhances our portfolio but also reflects the growing demand for quality sports content in Southeast Asia.”

The negotiation process was complex, with Baker McKenzie’s London team overseeing the agreements between JAS and the Premier League. This strategic partnership allows JAS to navigate the intricacies of international broadcasting rights effectively, especially as it does not own direct distribution channels.

The financial implications of this deal are substantial, marking a pivotal moment for sports broadcasting in the region. According to a report by the International Federation of Football History & Statistics (IFFHS), the EPL is one of the most popular leagues globally, and its expansion into Southeast Asia is expected to draw significant viewer engagement, potentially increasing advertising revenue and sponsorship opportunities for JAS.

In addition to the economic impact, this agreement holds social significance, as it promises to enhance accessibility to premier football content for millions of fans in the region. According to Dr. Emily Chen, Professor of Media Studies at the University of Bangkok, “This move by JAS is likely to foster a greater appreciation for football among local audiences, creating a vibrant sports culture.”

The implications of this broadcasting agreement extend beyond mere viewership; it represents a strategic shift in how sports content is consumed in Southeast Asia. With JAS poised to leverage digital platforms and traditional media, the landscape of sports broadcasting is undergoing a transformation. As noted by Panya Sittisakonsin, Partner at Baker McKenzie and a member of the legal team, “The integration of streaming platforms with traditional broadcasting will redefine how audiences engage with live sports.”

Looking ahead, industry experts predict that this deal could set a precedent for future sports broadcasting agreements in Southeast Asia. With the increasing popularity of football and other sports, the region is becoming an attractive market for international sporting leagues. As organizations like the Asian Football Confederation (AFC) and FIFA explore expansion opportunities, JAS’s successful negotiation could pave the way for similar deals in the future.

In conclusion, the acquisition of EPL and FA Cup broadcasting rights by JAS represents a significant advancement in the sports media landscape of Southeast Asia. As the company moves forward with its strategic initiatives, the deal exemplifies the potential for growth in the region's sports broadcasting sector while enhancing the football viewing experience for millions of fans.