# TAT and Leicester City Highlight Thai Soft Power on the International Sports Stage

- Link: https://www.thailand-business-news.com/press-release/212047-tat-and-leicester-city-highlight-thai-soft-power-on-the-international-sports-stage
- Published: 2025-04-23T22:10:00+07:00
- Author: Tourism Authority of Thailand

**The Tourism Authority of Thailand partnered with Leicester City FC for a promotional
event at a Premier League match, showcasing Thai culture through martial arts, food,
and interactive experiences to boost tourism.**

## TAT’s Strategic Collaboration with Leicester City FC

Bangkok, 22 April 2025 – The Tourism Authority of Thailand (TAT), affiliated with
the Ministry of Tourism and Sports, collaborated with Leicester City Football Club(
LCFC) to host a promotional event on 20 April 2025 during the Premier League match
against Liverpool at King Power Stadium, UK. This initiative underscores TAT’s commitment
to leveraging sports to inspire travel. According to Mr. Nithee Seeprae, TAT Deputy
Governor, this partnership brought Thailand’s unique martial arts, cuisine, and 
hospitality to a global audience. Such strategic engagements aim to create lasting
impressions that turn into actual travel choices, reflecting TAT’s broader mission
to globally promote Thai culture.

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## Elevating Thailand’s Soft Power through Football

The event showcased TAT’s ambition to enhance Thai Soft Power internationally, utilizing
football’s vast reach to enhance Thailand’s presence in European markets. As part
of the Amazing Thailand Grand Tourism and Sports Year 2025 campaign, the initiative
sought to attract quality tourists via sports. Under “5 Must-Do Experiences in Thailand,”
fans experienced Thai culture firsthand. A remarkable Muay Thai showcase, featuring
renowned fighters Shadow Singmawin and Alex Singmawin, epitomized the “Must Try”
experience. The display elegantly presented Thailand’s national martial art, captivating
audiences at the stadium and viewers worldwide.

## Amplifying Thai Culture and Tourism Outreach

Fans actively engaged through a Wai Khru demonstration, with the chance to win autographed
LCFC jerseys and “Chang” boxing shorts, enhancing the interactive experience. The
event’s “Must Taste” segment introduced khao tan, allowing fans to savor Thailand’s
culinary heritage. TAT further amplified their campaign by deploying advertisements
across LCFC platforms, reaching a combined online audience of over 10 million. Additionally,
TAT conducted a Songkran-themed online contest in the UK, boosting cultural engagement
and anticipation. The initiative built upon TAT’s ongoing partnership with LCFC,
magnifying Thai tourism’s global presence and reinforcing the nation’s status as
a premier sports and entertainment destination.

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**Source** : [TAT x Leicester City Spotlighted Thai Soft Power on the Global Sports Stage](https://www.tatnews.org/2025/04/tat-x-leicester-city-spotlighted-thai-soft-power-on-the-global-sports-stage/?utm_source=rss&utm_medium=rss&utm_campaign=tat-x-leicester-city-spotlighted-thai-soft-power-on-the-global-sports-stage&rand=55352)