What is it about?
The exploratory study highlights the potential of sports and especially football as nation branding tool. Taking the particular case of a developing Association of Southeast Asian Nations (ASEAN) country, Thailand, opportunities for place perception changes are proposed.
Photo by Giorgio Trovato on Unsplash
Why is it important?
Thailand has been embroiled in a catalogue of negative brand perceptions (sex tourism, drugs, pornography and murders). However, the on–pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF) demonstrate how Football can be harnessed as a place branding tool.
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This page is a summary of: Rebranding Thailand through football - food for thought?, International Journal of Entrepreneurship and Small Business, January 2015, Inderscience Publishers, DOI: 10.1504/ijesb.2015.068772.
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Re-branding the Nigerian Professional Football League: open play or dead ball?
Although Nigeria’s first team players ply their trade in Europe, there remains a challenge epitomised by the “disconnect” between the domestic league and the national team composition. As a consequence, brand ambassadors are proposed as one of the key conduits for re-aligning the identified disconnect.
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