Her Royal Highness Princess Bajrakitiyabha and Thai sports focus on developing people more than on competition results rather than just the competition outcomes.
Over many years, Her Royal Highness Princess Bajrakitiyabha Narendira Debyavati, Krom Luang Rajsarinisiri Patchara Maha Vajiraratchathida, has used sports as a tool to develop individuals and youth, aiming to create opportunities and social value rather than focusing solely on competition results.
One key project is the BBG Sports Club (Bounce Be Good), which uses sports to develop and rehabilitate underprivileged youth through table tennis, badminton, and football. This initiative led to the “Give Opportunities, Build People: BBG Young Table Tennis” program, running since 2015. Every year, table tennis and badminton competitions called the “BBG Princess Cup” are held, with a royal trophy awarded to provide youth a platform to fully develop their potential.
In addition, Her Royal Highness has shown interest in various sports, especially equestrian. She has participated in national competitions and played a significant role in promoting Thailand’s equestrian scene, including patronage of the Princess’s Cup Thailand. She also continuously supports other sports such as badminton, marathon running, table tennis, and cycling.
Supporting the concept of sports for human development.
Her Royal Highness Princess Bajrakitiyabha supports the concept of “sports for human development.” She initiated the Kamlangjai Project, using sports as a tool to rehabilitate prisoners physically, behaviorally, and mentally through exercise and competitive sports. This aligns with modern views that “sports do not only create athletes but also build people.” The project has expanded to prisons throughout Thailand.
This project influenced approaches that use sports for psychological rehabilitation, life skills development, social reintegration, and creating new opportunities for disadvantaged groups. In 2015, Her Royal Highness extended opportunities to children and other underserved groups, consolidating all supported projects into the “BBG Sports Club (Bounce Be Good).”
Promoting mental health, which is increasingly recognized by the sports community.
Prisoners are at high risk of mental health problems due to loss of freedom, separation from family, uncertainty about the future, and social stigma. These factors cause stress, anxiety, depression, loneliness, and lack of motivation for reintegration after release.
Therefore, the Kamlangjai Project under Her Royal Highness’s patronage supports and rehabilitates prisoners and disadvantaged people in the justice system, aiming to give hope and chances for those who have made mistakes to start anew. It also encourages society to accept and provide opportunities for them to reintegrate with dignity.
This project connects with the current sports sector’s growing emphasis on mental health through the “Kamlangjai… THAI FIGHT” program, which uses Muay Thai boxing to develop skills and create new opportunities for prisoners. This effort is a collaboration between government and private sectors to enable prisoners to showcase talents and improve themselves.
A clear success example is sending two prisoner boxers from Khao Bin Central Prison, Ratchaburi Province, to compete in the THAI FIGHT LEAGUE in September 2025. This demonstrated that opportunities and encouragement can truly transform lives—from prisoners to recognized athletes and inspire others to strive for self-improvement and a fresh start.
Bangkok Rules and women's roles in sports.
The Bangkok Rules, or “Bangkok Rules,” are United Nations standards on the treatment of women prisoners and non-custodial measures for female offenders. They were promoted by Her Royal Highness Princess Bajrakitiyabha to raise awareness of the needs and rights of women in the justice system.
A key concept of the Bangkok Rules is protecting the human dignity of women prisoners, promoting rehabilitation, capacity development, and preparing them to reintegrate into society with quality—not just focusing on punishment.
In sports, Her Royal Highness recognizes sports as a vital tool for women’s development—physically, mentally, and in building self-confidence. Sports not only enhance health and discipline but also provide a platform for women to demonstrate their abilities equally and gain societal recognition.
Her role reflects the connection between women’s rights, the justice process, and sports. She advocates for all women, including female prisoners and marginalized groups, to have opportunities for self-development and dignified new beginnings. This important vision influences social progress in Thailand and internationally today.
An inspiration about "giving people opportunities."
Her Royal Highness places great importance on "giving people opportunities" through initiating many projects such as the BBG Club, Kamlangjai Project, Bangkok Rules, and the “Give Opportunities, Build People: Young Table Tennis Way of Change” program. These aim to develop the potential of underprivileged groups in society, especially vulnerable children and youth. She supports these initiatives to transform the lives of disadvantaged people, believing that "sports not only create athletes but also instill discipline, responsibility, and self-confidence."
This concept has inspired government, private sector, and the public to focus on creating spaces for learning, development, and providing opportunities to others, demonstrating that opportunities can truly change people's lives.