Behind the Scenes: The Families That Dominate Thai Football
Family dynasties have brought Thai Football to where it is today, but a new direction will bring the nation closer to World Cup qualification.
In the recent Asian Cup played in Qatar, Thailand matched its best-ever result, holding powerhouse Saudi to a 0–0 draw and advancing to the round of 16. The ‘War Elephants’ are now ranked 101 in the world.
The growth of football in Thailand is partly thanks to the effort and financial backing of some of Thailand’s business elite.
In Thailand, wealthy families run some of the largest corporations, and where there’s also a love of ‘the world’s game’, owning a football club is a way of giving back to society.
These families have revitalised communities, provided happiness and joy to thousands of football fans, and given hope to youngsters nationwide of football stardom.
The Football Families
Four family dynasties dominate football in Thailand:
- The Chearavanont Family — Bangkok United,
- The Lamsum Family, Port FC
- The Chidchob Family — Buriram United
- The Bhakdi Family — BG Pathum United.
Their teams are worth €35 million, almost double the combined amount of the remaining T1 league clubs. It’s no coincidence these are the four clubs at the top of the Thai League table.
1. The Chearavanont Family — Bangkok United
If you’ve ever set foot inside a 7–11 in Thailand, and who hasn’t, then you’ve contributed to the fortunes of the Chearavanont Family and True Bangkok United.
The family was established in Thailand in 1921, with ancestral roots in Shantou, China. The current head is Dhanin Chearavanont.
In addition to 7–11, the Chearavanont clan is behind a slew of businesses, including:
- True Corp (Internet, mobile carrier, and television)
- CP ALL (agriculture and poultry)
- Makro (retail)
- Lotus (retail)
- Chesters (restaurant chain)
- Concordia International School
- and more
2. Port FC and Madame Pang
Nualphan Lamsan, known as ‘Madame Pang, ’ runs and owns Port FC through Muang Thai Insurance. Similar to the Chearavanonts, the Lamsam family have Chinese heritage. They own several of Thailand’s insurance companies and are involved with politics through the Democrat Party.
3. The Bhakdi Family — BG Pathum United
Meanwhile, in 7–11, if you purchase a Singha, Leo, or Chang from the coolers in the back, you’re supporting the Bhakdi family and BG Pathum United.
The Bhakdi family produces Thailand’s triumvirate of beers at its Boon Rawd Brewery.
Boon Rawd Brewery:
- Singha (flagship brand, lager), Leo (lager), Chang (classic beer), as well as under license for Asahi, Corona, and Carlsberg.
Beer is just the beginning of the Bhakdi family fortunes, with interests in :
- ThaiBev — Thailand’s other brewer and distiller
- Retail (Big ‘C’)
- Hotels and resorts in five countries including the U.K. and The Maldives
- Real estate investments in Thailand and the U.K. (the massive ‘One Bangkok’ complex now under construction at the site of the former Lumpini Thai Boxing stadium)
- Linfox, an Australian-based logistics company
- And more
In 2023, the Bhakdi net worth was $ 1.8 billion USD. Through their Boon Rawd Brewery, the family has a 54% stake in Bangkok Glass Public Co.Ltd, the ownership company behind BG Pathum United.
4. Uncle ‘Newin’ and Buriram United
Back at 7–11, you may have noticed the store employees are wearing Buriram United jerseys, which is common on match day in Buriram.
Newin Chidchob, or ‘Uncle Newin’, is a colourful figure. A former politician for Buriram province, Newin used the wealth and political connections of his family to create Thailand’s most successful club.
The Chidchob family includes Newin’s brother, Saksayam Chidchob, a former Minister of Transport, and their father, Chai Chidchob, a former Speaker of the House of Representatives. Their mother is well known for her philanthropy.
Uncle Newin has injected life and energy into Buriram, one of Thailand’s most impoverished regions.
Using the enormous wealth and influence gained, Newin took control of PEA FC (Provincial Electricity Authority Football Club) based in Ayutthaya province. He relocated and renamed the club Buriram United and constructed the 32,600-seat Chang Arena on land owned by the government.
If that wasn’t enough, next door, Newin built Thailand’s first and only Formula-1 racetrack.
Despite allegations of corruption and vote-buying, Uncle ‘Newin’ has acquired almost mythological status in Buriram. It’s been said that children who are unhappy with their parents will ask Uncle Newin for help.
Elsewhere in the league
Here are some of the other clubs backed by the wealthy business elite:
- Ratchaburi Mitr Pol FC — the Vongkusolkit family and their sugarcane and agriculture multinational corporation
- Chiang Rai United — The Tiyapairat Family (real estate, construction, and energy).
- Muangthong United — The Lohtong Family, owners of SiamSport, Thailand’s dominant sports media conglomerate
The Influence of ‘Sai Sa-koon’
The influence these families hold has precedent in Thai history and culture.
Thai people learn early to give way to those with greater social status and not question authority.
This privilege stems from the tradition of Sai Sa-koon (family line), whereby titles were bestowed upon a family to secure allegiance.
In more modern times, the names of the wealthy business elite continue this tradition.
(read about the heir to the Red Bull Empire and other examples)
The owners of clubs in Thailand play a prominent role in their day-to-day operations.
Foreign fans attending games are bemused to see Newin Chidchob on the player bench alongside the manager. Madame Pang attends all of Port FC’s games, posing for photos with players and fans.
If the family head is absent, then some other relation stands in their place. The football club is sometimes a career alternative to the family business.
Club owners are not only present on the sidelines, they also have influence at Thailand’s Football Association (FA). Critical decisions about the league schedule, broadcast rights, and national team development need the support of these families.
Newin truly believes it’s club owners who should be calling the shots. In 2019 he told The Nation, “All decisions [to manage the league] should come from club members, not from the FAT.”
Recently, Madame Pang has announced her intention to become the official head of the FA, with support from 35 teams across the leagues.
Praise and Condemnation
It is easy for an outsider to be critical of how football is run in Thailand, but there’s no question these families have played an essential role in bringing Thai football to where it is today.
Somebody had to without sufficient governmental funding, but at what cost?
Football in Thailand has stalled, and help is needed to break into the top 100. The ‘War Elephants’ (Thailand’s national team) are the best in Southeast Asia. Success beyond this little corner of the world has yet to materialise, and becoming a World Cup nation seems impossible.
How to Reform Thai Football — Thai FA Elections — a Chance for Change
Other nations see the limitations when football club owners are in charge. There are strict rules about such practices in the UK and other football associations.
On February 8, 2024, the Thai FA will elect its new leader, and this is a chance for football to change away from the established paradigm.
Warong Thiuthas, who worked as an executive with the Thai League, is campaigning for change, saying, “…the management structure is not consistent…leading to a drop in value of our product.”
Said Warong, “They (the FA) nominate representatives of member clubs as candidates to dominate everything, whereas we need experts in different fields to look after the things.”
The English Example
The English FA is a solid example to compare with Thailand. The two nations have a similar population and passion for football. Yet only one regularly qualifies for the World Cup.
The head of The FA is Debbie Hewitt, who has an MBA and vast management experience but no connection to a football club, except she is a Liverpool fan (no one’s perfect).
The English FA has invested in developing football talent in every corner of the country through their GrassRoots program, a five step plan for Thailand to follow:
- Coaching certification at local communities to develop best practices in youth football.
- Development of competent referees through training and decent match fees.
- Upgrading local football facilities.
- Providing essential equipment at the local level.
- An organised and funded youth league system from age seven.
Warong Thiuthaus understands what’s needed. Thailand’s business elite have developed football and brought much joy and pride to the nation. Now it’s time to turn things over to the professionals and move Thai football onto the world’s stage.
