Development of Strategies to Increase Revenues of Thai League Football Clubs

Abstract

Pornkhuntod R, Inprom P, Kaewchuay S, Toaj O, Pussakham J. Development of Strategies to Increase Revenues of Thai League Football Clubs. JEPonline 2023;26(6):23–32. The purpose of this study was to develop strategies and plans for increasing the financial resources of football clubs in the Thai League: (a) by establishing a conceptual framework; (b) by studying the current and desired conditions by conducting interviews with 448 participants from the Thai football industry; (c) by conducting in-depth interviews with 9 experts to obtain a draft strategy; and (d) by reviewing the revenue-boosting strategy development based on the input from the experts. The data were analyzed using the modified priority index (PNI modified). The results showed that the highest priority for revenue-increasing strategies was sports social media coverage (PNImodified = 0.903), followed by a marketing mix (promotion) (PNImodified = 0.515), broadcast rights income (PNImodified = 0.502), cost reduction (PNImodified = 0.432), adherence to morality and ethics (PNImodified = 0.415), and social identity (PNImodified = 0.377).