Thai telecom Jasmine International has agreed to pay $560 million for the rights to broadcast English soccer’s top-flight Premier League and the FA Cup knockout competition for the next three seasons.

The new deal gives the telecom exclusive rights for the live broadcast of Premier League and FA Cup matches in Thailand, Laos, and Cambodia for a minimum of three seasons starting from 2025, according to an exchange filing on November 11.

The deal can be extended to a maximum of six seasons if the firm receives written notification from the rights holder by December 1, 2024, meanwhile.

English soccer has a large following in Southeast Asia, with the Jasmine coverage set to take over from regional rivals True Corp, who currently broadcast English soccer in Thailand.

The initial three-year rights deal is costing Jasmine International $233 million, with the payment set to rise to $560 million for the six-year deal. Jasmine has said it will use its existing cash flow and loans from financial institutions to fund the deal, which is subject to shareholder approval.

TrueVisions' deal covering the Premier League, running through the ongoing 2024-25 season, was unveiled in March 2022 and has been valued as worth $131 million across three seasons.

The company claims that it has over 600,000 customers for its streaming platform, with the Premier League deal aiming to increase this number, as well as the service’s presence in Laos and Cambodia.

Last week the Premier League sold its domestic audio rights for the 2025-26 through 2028-29 seasons, once again splitting them between the BBC public-service broadcaster BBC and commercial talk radio operator TalkSport.

Six rights packages for Premier League games played at different timings have been distributed to the two, with four going to the BBC and two going to News UK-owned TalkSport.

Domestic TV rights to the league are set to be held for the next cycle - also 2025-26 to 2028-29 - by a combination of Sky Sports and TNT Sports.