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...

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...