March 24 – Bundesliga International has strengthened its position in Southeast Asia after agreeing a new three-year partnership with Thai telecoms provider AIS, starting from the 2026-27 season.
The terms of the deal will see all nine Bundesliga matches broadcast live each matchday on the AIS PLAY platform, alongside the season-opening Franz Beckenbauer Supercup. For the German league, it is another step in doubling down on a market it already views as one of its most engaged in the region.
“The Bundesliga has long been a home for Asian talent, from Witthaya Laohakul to current Thailand international Nicholas Mickelson and FC Bayern München newcomer Maycon Cardozo,” said Bundesliga International CEO Peer Naubert. “Through our partnership with AIS, we’re bringing the excitement of the Bundesliga even closer to Thai fans — making it easier than ever to follow every match, wherever they are and whenever they want to watch.”
Naubert pointed to the strength of the existing audience: “Eight million fans in Thailand follow the Bundesliga, and more than half stay up to watch the matches live despite the time difference. That passion is incredible. Together with AIS, we want to make sure Thai fans never miss a moment of ‘Football As It’s Meant To Be.’”
AIS, which already carries major global sports properties across its platform, sees the agreement as part of a wider push into football.
“The Bundesliga is recognised as one of the top five leagues in Europe,” said AIS CEO Pratthana Leelapanang. “We recognise the Bundesliga is defined by its unique DNA: fast-paced, aggressive attacking football paired with the intense passion of the fans. This aligns with our vision of elevating the national sports scene to foster tangible growth in Thai sports.
“Therefore, we are moving forward to join hands and work together strategically with Bundesliga International in a full-scale manner.”
Beyond broadcast, the partnership will extend into grassroots development, with AIS supporting initiatives such as the Bundesliga Dream project, aimed at creating pathways for young Thai players into German football.
The Bundesliga is home to more Asian players than the rest of the top five leagues combined – a statement to the enduring relationship built up by the German top flight.
Contact the writer of this story, Harry Ewing, at [email protected]