BG Sports, the Thai digital broadcaster, has acquired rights in the country to German soccer’s second-tier Bundesliga 2 on a multi-year basis.
Through the agreement, brokered by the Bundesliga Media arm, BG Sports will air every match from across the next two seasons of the Bundesliga 2 live, supported by shoulder content and ancillary programming.
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Speaking on the deal, Bundesliga Media chief commercial officer Peer Naubert said: “Through our partnership with BG Sports, Thai fans will have unprecedented access to every match and every story from a league where ambition, authenticity and sporting drama are on display every week, to inspire the next generation of football talent in Thailand."
The pair have also committed to collaborating on community-focused and grassroots soccer initiatives.
To this end, BG Sports chief executive Ploenpis Tiensawang added: “This is another major milestone in the collaboration between Thai football and the Bundesliga 2.
"Not only will this partnership allow Thai fans to enjoy top-tier German football from the Bundesliga 2 every week through BG SPORTS, but both parties will also work hand-in-hand to elevate grassroots football.
“Through knowledge exchange and close cooperation with Bundesliga 2 clubs, we hope to inspire and ignite the dreams of young Thai talents aspiring to play in Europe.”
This agreement capitalizes on interest in Thai national team star Nicholas Mickelson, who won promotion from the Bundesliga 2 to the top-flight with minnows SV Elversberg in the 2025-26 campaign.
The two-year nature of the agreement perhaps suggests that, should Elversberg be relegated in the 2026-27 season, the club (and possibly Mickelson) will turn to BG Sports platforms in 2027-28.
BG Sports’s top-tier soccer rights include the continental AFC Champions League Elite, AFC Women’s Champions League, and AFC Champions League Two competitions through the 2029 editions, AFC confederation national team competitions also through 2029, ASEAN United regional soccer tournaments, Japan’s top-flight J.League, and more.
Rights to the top-tier Bundesliga in Thailand are held by Advanced Info Service (AIS), the major telecoms firm, in a deal running through 2029 that sees games broadcast on the AIS Play platform, meaning, in the short term at least, it is BG Sports’ rivals that will benefit from a Mickelson boost.
The BG Sports YouTube channel boasts over 1.4 million subscribers, and this agreement further entrenches the Bundesliga’s commitment to the Asia-Pacific region.
Earlier this week, the league opened up a new project in China, the Yangtze River Delta (YRD) Hub, in Taicang, China, with the aim of further promoting grassroots soccer development in the country.
Just days prior, the league also launched its Bundesliga Dream Japan project, a youth player development project, in collaboration with the country’s JFA soccer governing body.
