Study level/applicability – This case is suitable for senior students taking marketing courses from marketing communications, marketing research and consumer behavior. Other students including postgraduate students on international business, strategic management and CSR courses may also...

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...

Purpose – This paper reflects on recent events in the global football landscape and their implications for the Middle East, especially in their ambitious aspiration to be the future destination of the sport. Design/methodology/approach – By drawing on a mixture of interviews, personal...

This paper goes beyond the stereotype of Thailand as being all about sex tourism, zero tolerance to drugs (capital punishment), murder capital of Southeast Asia and a non entity in the field of sports. Taking the purview of sports and economic development, the paper argues that the game of...