The Tourism Authority of Thailand flew to negotiate with West Ham, a prominent Premier League team, aiming to become the chest sponsor on their football kits.
On 17 March 2026 GMT+7, Mr. Nithee Seeprae, Deputy Governor of Marketing Communications at the Tourism Authority of Thailand (TAT), revealed via his personal Facebook page, Nithee Tat, plans to extend the Sports Tourism strategy to strengthen the Amazing Thailand brand by partnering with the English football club West Ham.
Mr. Nithee led a team to visit West Ham United Football Club and held talks with Nathan Thomson, Executive Director of Commercial, Marketing, Digital and Content and a member of West Ham's board. They also reviewed the club's preparations and explored possible collaborations to promote Thailand tourism through various media and club channels, including:
- Displaying the Amazing Thailand logo on the men's football team kits for the 2026/27 season.
- Broadcasting still and moving images on the LED screens around the stadium.
- Installing static advertising boards around the stands.
- Organizing on-ground promotional activities outside the stadium.
- Inviting players and club celebrities to create content in Thailand.
Currently, West Ham stands 18th in the league table, which is in the relegation zone, with 29 points remaining and 8 matches left to play.
Previously, the Tourism Authority of Thailand appointed Lisa Lalisa Manoban, a global artist, as the official Amazing Thailand Ambassador to showcase Thailand's tourism charm. This is expected to generate economic value and attract an additional 5 to 10 million international tourists worldwide.