Why hasn't Vietnam secured broadcasting rights for the FIFA ASEAN Cup and Asiad?

The Vietnam national team is entering a preparation phase for two major tournaments in September and October: the 2026 FIFA ASEAN Cup and the 20th Asian Games (Asiad 20). However, behind the tight schedule lies an unresolved story: broadcasting rights for both events have not yet been acquired by any Vietnamese broadcaster, or indeed by any entity in Southeast Asia. This raises the real risk that fans may not be able to watch live matches of the national team on free-to-air television. According to VietNamNet, negotiations are at a critical stage. A major Vietnamese TV station is reportedly 'close to successfully buying' the rights for the FIFA ASEAN Cup, but the price has not been disclosed. Broadcasters are negotiating at a 'reasonable price,' while FIFA—as the rights holder for the first time—applies a more complex negotiation mechanism compared to previous editions organized by the AFF. This power shift from AFF to FIFA has changed the landscape, resulting in higher prices and stricter terms. This explains why not only Vietnam but the entire Southeast Asian region still has no rights owner. In terms of the schedule, Coach Kim Sang Sik’s Vietnam will face an extremely congested fixture list. According to the plan, Vietnam will play the Philippines on September 26 at Si Jalak Harupat Stadium in Bandung (Indonesia), then face Thailand just three days later, followed by Pakistan on October 2 in Jakarta. Three matches within a week means Kim Sang Sik will have to rotate his squad heavily, posing major challenges for fitness and squad depth. The inclusion of Pakistan, a South Asian team, in an ASEAN-branded tournament is also noteworthy, possibly indicating an expanded format with invited teams. Meanwhile, Asiad 20 runs from September 19 to October 4, overlapping completely with the FIFA ASEAN Cup. Vietnamese players will have to split their efforts between the two fronts, but the rights story is even more complicated. Organizers of Asiad 20 have hit an impasse in talks with Japanese broadcasters, and a similar situation is unfolding in Vietnam. A senior TV executive described the deal as 'very difficult,' due to the enormous scale of Asiad with 43 sports and 469 medal events, driving up the rights fee significantly. The Vietnamese delegation aims for 4–6 gold medals and a top-20 finish, but if the rights are not secured, fans will miss those historic moments. The risk of a 'blackout' is real. VietNamNet has warned that fans may not be able to watch matches live. The high expectations from fans following Vietnam’s recent ASEAN title only add pressure on negotiators. However, there is a positive signal: major broadcasters are expected to sub-license the rights to other domestic units, spreading the cost and broadening coverage. If the FIFA ASEAN Cup deal goes through, it is likely that fans will still be able to watch matches on free-to-air TV. From a long-term perspective, FIFA directly managing the FIFA ASEAN Cup rights marks a major structural shift in regional football. Previously, the AFF acted as an intermediary, but now FIFA negotiates directly, leading to higher prices and less flexibility. Southeast Asian countries, with their small individual markets, are struggling to meet FIFA’s demands. Meanwhile, Asiad 20 is so large that buying full rights is impossible, and the solution may be to purchase rights only for key sports like football, athletics, and swimming. Vietnam faces a difficult equation: it must ensure fans can watch top matches while also accepting rising rights costs. Fan expectations are huge, and if a solution is not found in time, the reputation of broadcasters and regulators will suffer severely. However, with the efforts of domestic TV stations and the possibility of sub-licensing, hope remains. This autumn, the passion of Vietnamese football fans may face an unprecedented test.