Vietnam football ready to play, but TV broadcast uncertain: The rights puzzle for FIFA ASEAN Cup and Asiad 20

Just weeks away, Vietnam's national team enters the FIFA ASEAN Cup 2026 with a packed schedule: Philippines (Sept 26), Thailand (Sept 29), and Pakistan (Oct 2). Simultaneously, the Asian Games (Asiad 20) runs from Sept 19 to Oct 4, with Vietnam targeting 4-6 gold medals and a top-20 finish. But fans may not be able to watch any of it live – broadcast rights for both tournaments remain unsold. This is not the first time sports rights have sparked controversy, but coming on the heels of Vietnam's recent ASEAN title and intense fan interest, the prospect of a blackout is especially frustrating. According to VietNamNet, a major Vietnamese TV station is close to sealing a deal for the FIFA ASEAN Cup 2026 rights. However, the exact price is undisclosed; the broadcaster says it is negotiating at a 'reasonable price.' The complication stems from FIFA now organizing the tournament – unlike previous editions run by AFF – making negotiations 'far more complex.' Significantly, no entity in Southeast Asia currently owns the rights. This suggests FIFA's pricing or packaging has yet to match the regional market. Vietnam, with its large and passionate football audience, is seen as the natural first buyer to break the deadlock. After acquisition, the broadcaster plans to sub-license to domestic stations – a model that spreads cost and ensures wide access. Meanwhile, Asiad 20 rights are in trouble. Japan previously purchased a multi-sport bundle, but the deal stalled. With 43 sports and 469 events, the rights fee is too high for many Asian broadcasters. Vietnam is no exception: a TV station executive confirmed negotiations are at an impasse. The immediate consequence: Vietnamese fans likely won't see live matches of their national football team at either tournament. This worst-case scenario occurs as both events overlap in September–October, when sports viewing demand peaks. From a rights governance perspective, FIFA's centralization of commercial rights for regional tournaments is an inevitable trend. FIFA aims to maximize revenue, but that comes with higher prices than the AFF era. Emerging markets like Southeast Asia – with limited purchasing power – face a tough choice: pay up or go dark. Is there a way out? The most plausible path is for the Vietnamese broadcaster to finalize the FIFA ASEAN Cup deal on time, then sub-license widely. For Asiad, the fallback is highlights or delayed broadcasts – not ideal, but better than total blackout. Still, a blind spot remains: will FIFA accept lower fees to save the market, or hold firm on price? The coming days will test both negotiators and fans. If rights remain unresolved, public anger will target broadcasters and sports authorities – not FIFA. Vietnamese fans are accustomed to free coverage of major national team matches, and that expectation is hard to change. On the sporting side, coach Kim Sang Sik's team has finalized its gathering plan for the FIFA ASEAN Cup. Three matches in under a week demand heavy squad rotation. Thailand and Philippines are familiar foes, while Pakistan's inclusion in an ASEAN context raises questions – possibly an invited team or a data error. Either way, Vietnamese football is in a high-expectation phase: recent regional champion, stable squad, strong fan support. Yet that very euphoria intensifies pressure on broadcasters: failure to deliver live coverage will severely damage their credibility. In short, the FIFA ASEAN Cup and Asiad 20 rights saga reflects a harsh reality: power shifting from regional federations to FIFA and the IOC, with rising costs. Vietnam, rising on the Asian football map, must adapt – or accept that fans may turn on their TVs and see no team.