Advanced Info Service PCL (SET: ADVANC) has struck a significant three-year partnership with Bundesliga International, bringing all nine Bundesliga matches per matchday to its AIS PLAY platform starting from the 2026-27 season. This exclusive arrangement also includes the annual Franz Beckenbauer Supercup, expanding AIS’ sports content portfolio and reinforcing its customer-centric approach under the new CEO, Pratthana Leelapanang.
With the new deal, Krungsri Securities maintains its current earnings growth forecast for ADVANC at 7.9% for FY2026, unchanged from previous estimates. Meanwhile, the brokerage sees the Bundesliga agreement as part of AIS’ broader strategic push to enrich its AIS PLAY content library rather than as a major driver for new customer acquisition.
In their assessment, Krungsri Securities believes the deal likely operates under a profit-sharing model, minimizing direct content costs for AIS. The Bundesliga offering will join other premier sports available on AIS PLAY, such as the English Premier League, NBA, PGA Tour, and ATP Tour. Bundled packages for these contents start at Bt599 a month, with premium 5G mobile packages (including sports) at Bt1,499 per month.
Krungsri notes that Bundesliga’s Thai fanbase, while notable at 8 million, lags behind that of the EPL. As such, the brokerage anticipates limited new subscriber growth driven by this deal alone and expects a negligible impact on overall profitability.
Krungsri Securities maintains its BUY rating and Bt390 target price for ADVANC, citing solid earnings momentum and a 4.3% projected dividend yield for FY2026. The company’s only expected dividend payout for FY2026 is Bt15.85 per share, derived solely from net profit.
