Rebranding Thailand through Football – Food for Thought?
International Journal of Entrepreneurship and Small Business, Vol. 25, No. 1, 2015
17 Pages Posted: 11 Apr 2015 Last revised: 5 Jan 2017
Date Written: April 9, 2015
The purpose of this exploratory study is to highlight 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, which has been embroiled in a catalogue of negative brand perceptions, the study highlights a potential avenue for rebranding. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation – especially the on-pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF). 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.
Keywords: ASEAN Football Federation; AFF; Suzuki Cup; nation branding; football; Thailand; War Elephants
JEL Classification: L83, M10, M16, M19
Suggested Citation: Suggested Citation