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Thai Football Club Chiangrai United To Get $12M Revamp To Drive Revenue

Thai Premier League side Chiangrai United President Miti Tiyapairat announced a "major marketing revamp for the first time in its eight-year history," according to Kwanchai Rungfapaisarn of THE NATION. Tiyapairat said, "The football club has earned about 80 million Thai baht ($2.3M) annually in revenue, of which 80 percent is from sponsors, 15 percent from selling merchandise, and the remaining 5 percent from ticket sales. With the three-year revamp, we want to double our annual revenue over the period, and to increase the contribution from sales of tickets and merchandises to 40 percent." The scheme will cost between 400M Thai baht ($11.3M) and 450M Thai baht ($12.8M). The "focus is on physical assets," including the United Stadium and sports complex in Chiang Rai, and in branding and marketing activities to "communicate the brand to potential fans not only in Chiang Rai but all over Thailand." The club has appointed Jarken Group, which specializes in branding and facility management, "to take responsibility for branding strategy and marketing." Jarken will be in charge of the architectural design of the club and players’ uniforms, "as well as the stadium and sports complex." The football club's first concept store in Bangkok "will be opened in October at Siam Square." The revamp will be "carried out in different phases over the three-year period." It will also include the development of a new 200-room boutique hotel at the United Stadium complex (THE NATION, 6/25).

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