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...

This paper builds on previous studies on the management and leadership, and the attendant insights that can be garnered from football – highlighting how this ‘perceived play’ has evolved into ‘serious play’ in the boardroom. Two academic papers (Madichie, 2009; Haskins, 2013) form the...

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...