Pornkhuntod R.Inprom P.Kaewchuay S.Toaj O.Pussakham J.Mahidol University2024-03-062024-03-062023-01-01Journal of Exercise Physiology Online Vol.26 No.6 (2023) , 23-32https://repository.li.mahidol.ac.th/handle/20.500.14594/97473Pornkhuntod 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).MedicineArticleSCOPUS2-s2.0-8518592209710979751