Advanced Info Service Public Company Limited (AIS) has announced a major strategic partnership with the PGA TOUR, securing exclusive broadcasting rights for all PGA TOUR tournaments in Thailand. The landmark deal immediately positions AIS as the country's sole official telecommunications sponsor for the prestigious men's professional golf circuit.
The comprehensive agreement covers all major PGA TOUR events, including the season-ending FedExCup Playoffs and the Presidents Cup. All content will be available legally and at what AIS describes as accessible pricing exclusively through its streaming platform, AIS PLAY.
This new content aligns with AIS’s "Comprehensive Coverage, All Sports in One Platform" strategy, which already aggregates high-profile content from football, tennis, basketball, and American football, aiming to solidify its status as a leading platform for sports and entertainment.
Surin Krittayaphongphun, acting head of the entertainment business unit of AIS, highlighted the strategic importance of the collaboration.
"From a corporate strategic perspective, AIS recognizes the significant opportunity presented by sports as powerful magnet content," Krittayaphongphun stated. "This partnership with the PGA TOUR is a crucial strategic milestone for AIS, ranging from enhancing the viewing experience by securing exclusive rights for all tournaments, to continuously driving the sports ecosystem through joint activities."
The PGA TOUR echoed the excitement, viewing the partnership as a significant step for its expansion in Southeast Asia.
Chris Lee, senior vice president & managing director for APAC at PGA TOUR, emphasized the quality and reach the deal provides.
"Our partnership with AIS, the most comprehensive provider of sports and entertainment content in Thailand, is a significant step that will substantially expand the accessibility and popularity of our competitions in the Southeast Asian market," Lee said. "Thai golf fans will fully experience the excitement of the competition, with complete, legal broadcasting rights and world-class transmission quality, via the most convenient and easily accessible platform."
Beyond broadcasting, a key focus of the partnership is to expand the golf fan base and support the local golf ecosystem. AIS and the PGA TOUR plan to roll out joint marketing activities and various initiatives aimed at developing the sport in the region.
"We are preparing to organise various activities to boost the momentum of the golf industry in Thailand," Lee added. "This partnership is thus a vital component in driving the growth of the Thai golf industry and promoting the sport to wider recognition and popularity."
Both organizations share an ambition to inspire Thailand's youth and next generation of golfers to aspire to the global stage. AIS said the collaboration supports its goal of helping to position Thailand as a regional hub for sports content while improving the viewing experience in terms of quality, completeness, and accessibility through AIS PLAY.
