Wednesday, April 23, 2025
TAT Teams Up with Leicester City Football Club to Showcase Thailand During Premier League Clash
On April 20, 2025, the Tourism Authority of Thailand (TAT) partnered with Leicester City Football Club (LCFC) to host an exciting and vibrant promotional event at the Premier League match between Leicester City and Liverpool, held at King Power Stadium in the UK. This collaboration aimed to bring Thailand’s culture, heritage, and tourism to an international football audience.
Mr. Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, emphasized the power of sports to inspire travel. “At TAT, we see sport as an incredibly effective catalyst for travel inspiration,” he said. “Our collaboration with Leicester City provides us with a global stage to showcase Thailand’s unique culture, rich martial arts traditions, exquisite cuisine, and renowned hospitality. This partnership is about making memorable impressions that drive real travel decisions.”
Amplifying Thailand’s Global Presence Through Football
The event was a strategic move in TAT’s ongoing mission to raise Thailand’s profile internationally, with a specific focus on amplifying the country’s “soft power.” By tapping into football’s vast global fan base, the event aimed to increase Thailand’s appeal, especially across European markets. This collaboration was an essential component of TAT’s Amazing Thailand Grand Tourism and Sports Year 2025 campaign, designed to attract high-caliber tourists through the universal attraction of sports.
Centered around the theme of “5 Must-Do Experiences in Thailand,” the event provided a multi-sensory introduction to Thailand’s rich cultural offerings. One of the standout moments was a Muay Thai demonstration by the famed fighters Shadow Singmawin and Alex Singmawin. Their powerful and graceful interpretation of the traditional Wai Khru ritual left an indelible impression on both live stadium attendees and global viewers, beautifully highlighting Thailand’s martial arts prowess.
Interactive Experiences and Engaging Fans
Attendees also had the chance to participate in a live Wai Khru demonstration, offering them a hands-on connection to the tradition. In addition, lucky fans had the opportunity to win autographed LCFC jerseys and exclusive “Chang” boxing shorts, adding an interactive and personal element to the experience.
On the culinary front, TAT introduced a special Must Taste experience, presenting khao tan, a traditional Thai crispy rice snack infused with sugarcane and watermelon juice. This unique tasting allowed fans to explore the diverse flavors that define Thailand’s acclaimed cuisine.
Maximizing Digital Reach and Expanding Campaign Visibility
In an effort to further extend the campaign’s visibility, TAT launched a series of Amazing Thailand advertisements across LCFC’s digital platforms and stadium LED screens. These included placements on LCFC.com, Facebook, and X, reaching an audience with over 10 million combined online followers. This digital outreach significantly amplified the campaign’s impact, extending beyond the match itself.
In the lead-up to the match, TAT also ran a Songkran-themed online contest in the UK, offering 10 exclusive match tickets. This initiative deepened cultural engagement, creating excitement for the event and strengthening the connection between Thai traditions and UK audiences.
A Strong Partnership with Global Reach
The partnership between TAT and LCFC, which began during the COVID-19 pandemic, has grown into a powerful collaboration, reaching over 30,000 live spectators and millions of viewers worldwide. The event provided an influential platform for Thailand to position itself as a prime destination for sports and entertainment tourism.
As a result of this ongoing partnership, Thailand continues to strengthen its global tourism presence, using the universal language of sport to inspire travel and connect cultures across continents.
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