Rebranding Thailand through football - food for thought?

Nnamdi O. Madichie*, Chris Mbah

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)1-17
Number of pages17
JournalInternational Journal of Entrepreneurship and Small Business
Issue number1
Early online date10 Apr 2015
Publication statusPublished - 10 Apr 2015
Externally publishedYes


  • ASEAN Football Federation
  • AFF
  • Suzuki Cup
  • Nation brading
  • Thailand
  • War elephants
  • Country rebranding
  • Soccer
  • Brand perceptions
  • National football teams
  • Negative brands


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