TAT x Leicester City Spotlighted Thai Soft Power on the Global Sports Stage

Thailand

The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, in partnership with Leicester City Football Club (LCFC), staged a high-impact promotional event during the Premier League match between Leicester City and Liverpool on 20 April 2025 at King Power Stadium, United Kingdom.

“TAT continues to see sport as a powerful gateway for travel inspiration,” said Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications. “Through this collaboration with Leicester City, we’ve brought Thailand’s identity—our martial arts, food, and warm hospitality—onto one of the world’s most watched stages. It’s about making meaningful impressions that convert into real travel decisions.”

The event marked a key step in TAT’s mission to elevate Thai Soft Power globally. It leveraged football’s massive reach to boost Thailand’s visibility across European markets. It was part of TAT’s broader Amazing Thailand Grand Tourism and Sports Year 2025 campaign, aimed at attracting high-quality tourists through the unifying power of sport.

Held under the theme “5 Must-Do Experiences in Thailand,” the event offered fans a vivid glimpse into Thai culture and travel appeal. A standout was the Muay Thai showcase—representing the “Must Try” experience—featuring renowned fighters Shadow Singmawin and Alex Singmawin. Their modern take on the traditional Wai Khru ritual highlighted the elegance and spirit of Thailand’s national martial art, captivating audiences in the stadium and beyond.

Fans also had the chance to join a Wai Khru demonstration to win autographed LCFC jerseys and limited-edition “Chang” boxing shorts—adding an interactive, memorable element to the experience.

The “Must Taste” highlight featured khao tan, a traditional Thai crispy rice snack made with sugarcane and watermelon juice. This hands-on tasting introduced spectators to Thailand’s distinctive flavours and culinary heritage.

To amplify the campaign, TAT rolled out Amazing Thailand advertisements across LCFC’s platforms, including LED screens inside King Power Stadium and digital content via LCFC.com, Facebook, and X. With a combined online following of over 10 million, this media presence significantly boosted campaign visibility.

Ahead of the match, TAT also ran a Songkran-themed online contest in the UK, offering 10 exclusive tickets to the game. The activity deepened cultural engagement while building anticipation.

The initiative also built on TAT’s longstanding partnership with LCFC, which began during COVID-19. With over 30,000 spectators at the match and a global broadcast audience in the billions, the collaboration delivered a powerful platform to position Thailand as a top destination for sport and entertainment tourism.