Thailand’s Sports Dream: Can Patchwork Plans Build a True Superpower?
Thailand wants to be a sports superpower. The will is there, the enthusiasm palpable, the Muay Thai lethal. But aspiration and achievement are rarely twins, especially when the underlying infrastructure is more patchwork than plan. The dream, championed by former Prime Minister Srettha Thavisin at the recent SPLASH — Soft Power Forum, isn’t just about national pride; it’s about economic transformation, a cultural renaissance fueled by athletic prowess. But can a nation truly engineer soft power, or does it emerge organically from deeper societal strengths?
The challenge facing Thailand isn’t a lack of talent, but a systemic inability to cultivate and capitalize on it. As Srettha himself stated, “The allocation of budget to support athletes, deciding which sport should receive how much funding, and whether it’s appropriate, needs to be reviewed for true suitability,” acknowledging the duplication among government agencies responsible for athlete support. In other words, Thai sports are plagued by the same inefficiencies that hobble many developing nations: opaque funding mechanisms, political favoritism, and a lack of accountability. This isn’t simply bureaucratic inertia; it’s a self-perpetuating cycle where limited resources are spread thin, hindering both elite performance and grassroots participation, ultimately weakening the entire sporting ecosystem.
The proposed solution—increased transparency and private sector involvement—sounds straightforward. Tax incentives for businesses that invest in sports? Smart. National Artist status for star athletes? Symbolically powerful. But these are tactical tweaks in a system demanding structural overhaul. Consider, for instance, the Korean Wave, or “Hallyu,” which wasn’t simply the result of government investment in K-Pop and dramas. It was built on decades of investment in education, technological infrastructure, and cultural industries, creating a fertile ground for creative talent to flourish. Can Thailand really build a sports economy on shakier foundations?
This isn’t just about World Cup qualification. It’s about national identity, economic development, and the export of Thai culture. Srettha rightly points to Muay Thai as Thailand’s unique global sporting brand. He also recognizes the sport’s potential extends beyond the ring, influencing fashion, lifestyle, and tourism. Building on these strengths requires strategic investment in infrastructure, grassroots development, and coaching.
At that event, I saw that watching Muay Thai sports is not just about fighting to show people we are professionals, but Muay Thai can go far on the world stage and exists in multiple dimensions,' Buakaw said.
But here’s the rub: for years, economists have explored whether hosting mega-events or creating sports economies creates measurable national returns. Khaosod reports on these concerns. Many conclude that only investment at a grassroots level yields long-term economic benefits. Building athletic success from the bottom up—as opposed to relying on imported talent or flashy international tournaments—is the only sustainable path to a true “Sport Economy.'
And that’s where the comments of Muay Thai superstar Buakaw Banchamek and taekwondo Olympic champion ‘Tennis’ Panipak Wongpattanakit add crucial nuance. Buakaw’s concern about the dwindling number of Thai Muay Thai personnel despite the sport’s global rise speaks volumes. It’s a warning against prioritizing international appeal over local development. The paradox of a globalized sport is that it can unintentionally dilute the very cultural essence that made it appealing in the first place.
Tennis' commitment to creating athletes better than herself underscores the critical role of mentorship and accessible training. Panipak also acknowledges the financial barriers that prevent talented Thai youth from pursuing their sporting dreams. Even a two-time gold medalist recognizes more needs to be done to create equal opportunities for Thai athletes to access support. It is an interesting and difficult truth that it requires just as much effort to tear down these barriers as it does to win the gold.
This all connects to a deeper tension, one that resonates far beyond Thailand. In an increasingly globalized world, how does a nation balance the pursuit of international success with the preservation and promotion of its own culture? How do they maintain sports venues and attract international talent? How can they protect domestic athletes from being crowded out or priced out by foreign competition? Are the incentives to win a specific competition undermining the long-term domestic sport?
The answers, as often, are complex. Tax incentives and national artist titles are necessary but far from sufficient. What Thailand needs is a comprehensive strategy that prioritizes transparency, invests in grassroots development, empowers local coaches, and safeguards opportunities for Thai athletes. A 30-year plan, as Srettha mentioned in regard to Japan’s World Cup preparation, may not be too ambitious a starting point. The goal is not just to win medals, but to build a sustainable sports ecosystem that benefits all Thais, not just a select few. But perhaps even more importantly, it’s about defining what "Thai” sport means in a globalized world, and ensuring that its unique cultural identity isn’t lost in the pursuit of international glory. If they achieve this, the sports economy will grow organically.
