Fans ham it up at the World Cup quarterfinal between Argentina and Switzerland in Kansas City on July 11. REUTERS
Jasmine International Plc (JAS) faces a marginal loss of around 100 million baht from acquiring the broadcasting rights to the Fifa World Cup 2026, attributed to a shortfall in sponsorship revenue, inflexible marketing packages and inconvenient match times.Despite the loss, the company insists its financial structure remains manageable due to instalment-based payments, allowing it to maintain healthy cash flow despite the high price.
Soraj Asavaprapha, chief executive of JAS, attributed the loss to sponsorship revenue falling short of expectations, with receipts totalling 100 million baht against a projection of at least 200 million baht.
He said the shortfall was because the deal was completed just a few days before the tournament began, meaning some major brands had no marketing budgets available to commit.
"We are viewing the experience as a lesson learned and looking to optimise for the 2030 edition," Mr Soraj said.
