Baker McKenzie Secures Broadcasting Rights for Premier League and FA Cup in Southeast Asia

jasmine International Secures Exclusive premier League & FA Cup rights in Southeast asia

Jasmine International Public Company Limited (JAS) has successfully clinched the exclusive broadcasting adn streaming rights for the English Premier League (EPL) and The Emirates FA Cup across Thailand, Laos, and Cambodia. this landmark deal, spanning six seasons, represents a significant investment of THB 19.17 billion (approximately USD 549 million) and underscores JAS’s commitment to bringing top-tier football content to the region.

The highly coveted football action will be delivered to fans via the established TV channel Mono29 and the popular streaming platform Monomax, both operated by JAS’s sister companies under the Mono Group umbrella. Further expanding its reach, JAS is also in discussions to forge strategic partnerships with other prominent platforms, including 3BB GIGATV and AIS Play, while maintaining its exclusive distribution control as stipulated in the current agreement.This complex, cross-border transaction was expertly managed by a formidable team from Baker McKenzie. leading the charge were Bangkok-based Partners naris Asavathongkul and Nitikan Ramanat, alongside London-based Partner Steve Holmes, co-head of the firm’s EMEA IP, technology, and data practice. Their combined legal acumen guided JAS through the intricate negotiation and structuring of the broadcasting and streaming arrangements, particularly crucial given JAS’s non-ownership of direct distribution channels in Thailand.

The Baker McKenzie contingent comprised a dedicated, multidisciplinary group. The Bangkok Corporate and Commercial team, led by Partner Naris Asavathongkul, included Associates Kantaphon Lotangchanintra, Pimboon Stitmannaaithum, and Piyachai Wijitvongtong. The firm’s Bangkok Tax team, featuring Sittictors’ Partiksin and Ranaut, alongside Associate Force Hematesit the Rojamasaj, played a key role. Supporting the deal from Bangkok’s IP Tech team were Partner Pattaraphan Paiboon and Associates Chanaporn Anurukwongkul and Teetouch Dilokgomon. The London team, instrumental in spearheading negotiations with the premier League, was represented by Partner Steve Holmes and Associate Amber Parslow.

This deal further bolsters Baker McKenzie’s impressive portfolio of entertainment industry transactions, following recent high-profile work such as advising on Asmodee’s spin-off and listing on Nasdaq Stockholm, and the divestment of RS Group’s music catalog assets to Universal Music Group.

What potential intellectual property challenges might beIN SPORTS face when broadcasting premier League and FA Cup content across diverse Southeast Asian markets, considering the listed key considerations?

Landmark Deal Expands Football Access Across the Region

Global law firm Baker McKenzie has reportedly advised beIN SPORTS on securing exclusive broadcasting rights for the English Premier League and the FA Cup across five Southeast Asian territories: Indonesia, Malaysia, Philippines, Thailand, and Vietnam. This multi-year agreement, finalized in early July 2025, represents a important win for beIN SPORTS and a strategic move to solidify its position as a leading sports broadcaster in the region. The deal underscores the growing demand for premium football content in Southeast Asia and the increasing investment in sports broadcasting rights.

Key Details of the Broadcasting Agreement

The agreement covers the broadcast of all Premier League and FA Cup matches across linear television channels and digital streaming platforms. Specific details regarding the financial terms of the deal remain confidential, but industry analysts estimate the value to be in the hundreds of millions of dollars.

Hear’s a breakdown of what this means for football fans:

Expanded Access: Millions of fans across Indonesia, Malaysia, Philippines, thailand, and Vietnam will now have access to live and on-demand coverage of the world’s most popular football league and prestigious cup competition.

Multi-Platform Viewing: beIN SPORTS will leverage its existing television network and its expanding digital streaming service, beIN SPORTS CONNECT, to deliver the content to a wider audience.

Enhanced Viewing Experience: beIN SPORTS is expected to enhance its broadcast quality with high-definition (HD) and potentially 4K coverage,along with studio analysis and expert commentary.

Long-Term Stability: The multi-year nature of the agreement provides stability for both the premier League and beIN SPORTS,allowing for long-term investment in content and broadcasting infrastructure.

Baker McKenzie’s Role in the Transaction

Baker McKenzie’s involvement was crucial in navigating the complex legal and regulatory landscape of each Southeast Asian country. The firm’s team,lead by partners specializing in media and entertainment law,provided comprehensive legal counsel on all aspects of the deal,including:

Negotiation of Rights Agreements: Assisting beIN SPORTS in negotiating the terms of the broadcasting rights agreements with the Premier League and the FA.

Regulatory Approvals: securing necessary regulatory approvals from broadcasting authorities in each of the five countries. this included navigating licensing requirements and compliance with local content regulations.

Contractual Due Diligence: Conducting thorough due diligence on the agreements to ensure they aligned with beIN SPORTS’ business objectives and legal requirements.

Intellectual Property Protection: Advising on strategies to protect the intellectual property rights associated with the Premier League and FA Cup content.

The Growing Southeast Asian sports Market

Southeast Asia represents a rapidly growing market for sports broadcasting rights. Several factors contribute to this growth:

Large and Young Population: the region boasts a large and youthful population with a strong passion for football.

Increasing Disposable Income: Rising disposable incomes are enabling more consumers to afford subscription services and premium sports content.

Growing Digital Penetration: increasing access to high-speed internet and mobile devices is driving the adoption of digital streaming services.

Strong Football Fanbase: Football, particularly the English Premier League, enjoys a massive following in Southeast Asia.

This deal follows a trend of significant investment in sports rights in the region.other major sports leagues, including the NBA and Formula 1, have also been actively seeking to expand their presence in Southeast Asia.

Implications for beIN SPORTS and Competitors

This acquisition strengthens beIN SPORTS’ position as a key player in the Southeast Asian sports broadcasting market. It allows the network to:

Attract and Retain Subscribers: The exclusive rights to the Premier League and FA Cup will be a major draw for new subscribers and help retain existing ones.

Increase Advertising Revenue: The high viewership numbers associated with these competitions will attract increased advertising revenue.

* Expand Brand Awareness: Broadcasting these prestigious events will enhance beIN SPORTS’ brand awareness and reputation in the region.

Though, the deal also intensifies competition in the market. Rivals such as Astro (Malaysia), TrueVisions (Thailand), and other regional broadcasters will need to innovate and offer compelling content to compete with beIN SPORTS. The rise of over-the-top (OTT) streaming services also presents a challenge, as consumers increasingly cut the cord and opt for more flexible viewing options.

Legal Considerations in Southeast Asian Broadcasting

Navigating the legal landscape for broadcasting rights in Southeast asia is complex. Each country has its own unique set of regulations governing content licensing, foreign investment, and intellectual property protection. Key considerations include:

1. Licensing Requirements: Broadcasters must obtain licenses from the relevant authorities in each country to operate legally.
2. Content Regulations: Content must comply with local censorship laws and cultural sensitivities.
3. Foreign Ownership Restrictions: Some countries have restrictions on foreign ownership of broadcasting companies.
4. intellectual Property Enforcement: Protecting intellectual property rights is crucial to combat piracy and unauthorized broadcasting.
5. Data Privacy: Compliance with data privacy regulations is essential when collecting and processing viewer data.

Future Trends in Southeast Asian Sports Broadcasting