When victory is not the final answer, "sportsmanship" is a value more beautiful than winning.
True conveys the power of sportsmanship through the "Power Up Sportsmanship" spot for the 2025 SEA Games and ASEAN Para Games.
In a world where competition intensifies daily—not only in sports but also in life, work, and society—the word "win" often overshadows values of fairness, justice, and mutual respect. True Corporation invites society to pause and reflect through the new video campaign "Power Up Sportsmanship," which goes beyond sports to question "the way we choose to live." https://youtu.be/mtcSJyMUXfk?si=hOZlrRe0esZPB6Wk
As the main telecommunications technology sponsor of the SEA Games and ASEAN Para Games 2025, hosted by Thailand from 9–20 December 2025 GMT+7, True Corporation launched the "Power Up Sportsmanship" spot to express the spirit of "sportsmanship" from a contemporary perspective. It aims to spark nationwide participation among Thais under the concept "Sports Connect Life," linking competition, emotions, and human values together.
When sports become more than just a game of competition.
The "Power Up Sportsmanship" spot shows real training scenes of Thai athletes alongside moments off the field—times without cheering crowds, referees, or spectators. These are the moments when "sportsmanship" is tested the most: honesty toward goals, discipline, humility, respect for rules, and gracious acceptance of results—even when victory is not ours.
The spot asks a simple yet powerful question: "If life is the real competition, is sportsmanship the way we choose to live?" It reflects that sportsmanship is not confined to the field but is a principle that should extend to life, work, and social coexistence.
Sportsmanship in a world that needs more kindness.
Oliver Kittipong Weeratecha, Chief Brand and Media Officer at True Corporation, said, "Sportsmanship is not a strategy; it is a way of thinking in life. If people uphold fairness, respect, and humility, our society will become gentler, stronger, and more humane." In an era where digital competition, social comparisons, and global tensions influence behavior more than empathy, True believes that awakening the power of sportsmanship reinforces essential societal values today.
Connecting "spirit" through a ready network.
Beyond value-driven communication, True has prepared a nationwide high-speed communication network to support viewing, cheering, and sending encouragement across all platforms during the 2025 SEA Games and ASEAN Para Games. This ensures every feeling, every cheer, and every story connects seamlessly.
Because while victory lasts only a moment, the value of "sportsmanship" endures longer. True is committed to connecting the most important values of sports—from the competition field to real life and into the hearts of all Thais.
Sports fans and the general public can watch the "Power Up Sportsmanship" spot today on all True social media channels, including Facebook, Instagram, X, and TikTok, to join the mission of cheering for Thai athletes to achieve the highest success at the 2025 SEA Games and ASEAN Para Games.