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.

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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.


Overall the study advances a potential avenue for a perception change of global observers (including potential investors) of a country with a historically entrenched negative brand image.

Professor Nnamdi O Madichie
Nnamdi Azikiwe University

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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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