TAT x LCFC Premier League event highlights Thailand’s soft power

The Tourism Authority of Thailand (TAT) in partnership with Leicester Metropolis Soccer Membership (LCFC), staged a high-impact promotional occasion in the course of the Premier League match between Leicester Metropolis and Liverpool on Sunday, twentieth April, at King Energy Stadium, UK.

The occasion marked a key step in TAT’s mission to raise Thai Mushy Energy globally. 

The initiative additionally constructed on TAT’s long-standing partnership with LCFC, which started throughout COVID-19. 

With over 30,000 spectators on the match and a worldwide broadcast viewers within the billions, the collaboration delivered a strong platform to place Thailand as a prime vacation spot for sport and leisure tourism.

It leveraged soccer’s huge attain to spice up Thailand’s visibility throughout European markets. It was a part of TAT’s broader Superb Thailand Grand Tourism and Sports activities 12 months 2025 marketing campaign, aimed toward attracting high-quality vacationers by way of the unifying energy of sport.

Held beneath the theme 5 Should-Do Experiences in Thailand, the occasion supplied followers a vivid glimpse into Thai tradition and journey attraction. 

TAT deputy governor for advertising and marketing communications Nithee Seeprae stated: “TAT continues to see sport as a strong gateway for journey inspiration. Via this collaboration with Leicester Metropolis, we’ve introduced Thailand’s id onto one of many world’s most watched levels. It’s about making significant impressions that convert into actual journey choices.”

A most elegant sport

A standout was the Muay Thai showcase which featured famend fighters Shadow Singmawin and Alex Singmawin. 

Their trendy tackle the standard Wai Khru ritual highlighted the class and spirit of Thailand’s nationwide martial artwork, fascinating audiences within the stadium and past.

Followers additionally had the prospect to hitch a Wai Khru demonstration to win autographed LCFC jerseys and limited-edition “Chang” boxing shorts, all of which added a memorably interactive ingredient to the expertise.

Delectably Thai

The “Should Style” spotlight featured khao tan, a standard Thai crispy rice snack made with sugarcane and watermelon juice. 

This hands-on tasting launched spectators to Thailand’s distinctive flavours and culinary heritage.

To amplify the marketing campaign, TAT rolled out Superb Thailand ads throughout LCFC’s platforms, together with LED screens inside King Energy Stadium and digital content material by way of LCFC.com, Fb, and X. 

With a mixed on-line following of over 10 million, this media presence considerably boosted marketing campaign visibility.

Forward of the match, TAT additionally ran a Songkran-themed on-line contest within the UK, providing ten unique tickets to the sport. 

The exercise deepened cultural engagement whereas constructing anticipation.