The Bloody Big Elephant in the Room
Personal thoughts on the Thai League in January 2025
These thoughts are penned as once again the Thai League season is on its midseason break around Christmas and New Year, this time just as 2025 begins.
Quite why the sabbatical is as long will be covered later, as it provides one of the great frustrations to those who follow the game in the Land of Smiles. At least to the non-Thai community.
The Thai men’s national team comes before anything to do with the league competition. It always has done and is likely to continue to do so in the eyes of the authorities and Thais. It is the time of year when either the ASEAN championships take place, which are a sort of poor man’s larger version of the old Home Internationals in the UK, for those old enough to remember, or friendly games are arranged.
Despite the importance put on the national team, they never advance or improve in tournaments that matter such as World Cup qualifying or the Asian Championships or are likely to. An ASEAN title, or winning the King’s Cup, another fill-in during extended international breaks, paper over the cracks while those in charge self-congratulate themselves and the fans rejoice.
The importance of the national team is paramount. That is apart from if a club decides it will not release players for it or pulls them out when they have fixtures to fulfil, which while sounding contradictory, leads us to the primary focus of this piece. The state of Thai League football, and how it could be improved.
Until it is, the Thailand national team is highly unlikely to ever progress.
It is very important to try and understand Thai culture and mentality. Everyday life in Thailand can be disorganised and with little planning. While that can lead to farangs tearing their hair out, that’s how it has always been. I have grown accustomed to it and find it quite endearing until it affects me.
Thais are extremely stoic and resourceful and live life each day in the moment. Changing minds and doing something completely different on a whim after previous planning is discarded, is navigated with ease and unquestioned. It is one of the beauties of living here, but it can be a huge obstacle when running a professional football league as fixtures and venues can change as late as a few days before they are due to be played. Yet local fans still turn up without hardly raising a murmur.
For things to change, it would need someone with experience and total impartiality to be appointed to run things. There doesn’t seem to be such a person in Thailand. That is where the local culture comes into play, as those with those who have connections, power, and money, continue to run things. As a guest, I accept and respect that.
Singaporean, Ben Tan, was onboard as deputy CEO for five years until 2021, but the likelihood of a foreigner being given the job of running the Thai FA or Thai League seems remote at best, despite the skills and professionalism that they would bring to the job. Even if by some miracle they were given control, I would imagine that they would end up resigning within months.
Why? Because they would quickly realise that the league in its present state is run for certain clubs to be indulged. Someone appointed from outside would naturally want to change things so that all clubs would be treated in the same way. At which point those with huge power at certain clubs, as well as carrying it in everyday Thai life, would say, no way!
Apart from four clubs, who we will come on to, most Thai football clubs are skint. That doesn’t mean that they don’t spend money on players, including foreign stars. It just means that often they end up not paying them, at least on time, as they overstretch their budgets in unsustainable fashion trying to chase an impossible dream.
The three clubs with the most power are Buriram United, Port FC, and BG Pathum United. Their owners are prominent people in Thai business and society. When a previous TV deal was not renegotiated, it left clubs seriously short of money. The big three owners agreed to hand out cash to the other clubs in the top division. This was not out of some philanthropist desire.
It would transpire that once Nualphan Lamsam, better known as Madam Pang, and owner of Port FC, had won the election to become President of the FA of Thailand, it would mean even more power for her and her backers who would run the Thai League, and who happened to include the other two big owners.
The fourth club Bangkok United is owned by True, a communications conglomerate that by chance became the new owners of the TV deal for the 2024-25 season after their side had lifted the FA Cup thanks to some questionable refereeing and VAR input, which could have been a complete coincidence.
Within weeks the BGPU owner resigned from their role running the league, leading to Pang’s hand being severely weakened. She remained supported by Buriram owner Newin Chidchob, the most powerful club owner, as well as a politician and arguably the ruler of Buriram province.
It was his club that pulled out the three players from the national team, whose head coach Masatada Ishii, was formerly the head coach of Buriram and who was given his current role in interesting circumstances after Pang backed his predecessor.
This nicely brings us to why, at least in this writer's opinion the status quo of the Thai League will remain unaltered for the foreseeable future.
Whatever people’s opinions of Newin, he is undoubtedly a very clever and extremely driven man, named incidentally after the Burmese dictator, Ne Win. He bought league champions PEA, who were based in Ayutthaya, and moved them lock stock and barrel to Buriram, 333km away, in the sort of move that makes the MK Dons and Wimbledon fiasco look small fry. Yet in Thailand, anything seemed to go.
The reason for the withdrawals from the national team was that Buriram had three league games to play during the break which were previously postponed owing to travelling to fulfil AFC Champions League fixtures. Unlike more developed football nations, which would see provisions made when the fixtures were released, or insist the clubs played on the original weekends. Instead, the league competition was devalued as Buriram had the three matches in hand to play which also gave the table an unbalanced look.
The league authorities were too toothless to do anything about it. If Madam Pang had insisted, she would most likely have lost her most important backer which could see her being forced out and losing face, which for someone who cherishes public profile and being in the spotlight above all else, would be unthinkable. And Buriram wouldn’t have played anyway.
Newin built a magnificent stadium from scratch after purchasing PEA on lots of spare land on the edge of the city. Next to it are shopping and entertainment venues as well as a hotel so that revenue is generated every day, as well as a motor racing track which stages a leg in the Moto GP each year and brings in billions of baht and visitors from around the world. The training pitches are also of the highest quality.
The owner changes coaches when he sees fit, in a not dissimilar way to Chelsea under Roman Abramovich, and they win things, being crowned champions eight out of the last ten years. Their recruitment of players is better than everyone else and if they happen to misfire, they are quickly replaced because money is no object. Their current star player is said to command a monthly salary akin to the other club’s payment to all of their foreign recruits accumulated. Newin is playing poker on behalf of Buriram against relative paupers. They are so far ahead of the field it is untrue, on and off the pitch.
The other three of the ‘big’ clubs are way behind in support levels, either not having the stadium capacity or failing to create the potential levels of interest because they are run so inefficiently. Buriram doesn’t get everything right, but they are rarely challenged because of some of the shambolic organising elsewhere. Yet fans of other clubs, farangs aside, hardly bat an eyelid, because it is not in their culture to complain.
The other clubs in Thai League 1 generally look to avoid relegation. Occasionally one might threaten the pack, but their sponsors or owners quickly realise that the project is unsustainable after a couple of years as the others are too far ahead. How some of those in T2 and T3 manage to survive, goodness knows.
Location is another huge factor in Buriram’s stranglehold. They are based in Isan, a generally poor area of Thailand. The football club has a massive captive audience as there are not the same distractions or entertainment options as in Bangkok. When they moved to their new city, the club gave away lots of tickets, continuing to offer promotions while driving a massive marketing campaign which continually sees unprecedented shirt sales creating revenue.
People of all ages are owners of Buriram shirts which can be seen being sold and worn all over Thailand. Buriram quickly became Isan’s club, beating the teams and sticking two fingers up to those from prosperous Bangkok, while the others in the region were left behind by those who wanted to be associated with success.
Bangkok clubs will continue to struggle to compete and not just financially. Large swathes of the population who live there are made up of a diaspora of those who have moved for work and support the teams of their home provinces. Or support an English team. Ask most Thais and they will say they like football, but they are most likely to say they support Liverpool or Man United. The vast majority of Bangkokians will not go to local football with many not even knowing that the clubs exist. They have far more options to spend their time and money on in any case.
This might be down to poor marketing of local clubs, with most who have an interest in football preferring to watch the EPL on TV, the poor experience when attending games, or the realisation that Buriram are totally dominant and that they hold too much power, with referees helping them whenever they find themselves in a spot. Match officials certainly need better training to be able to control games to a higher standard, but what’s the point if they can be swayed?
It is noticeable that Buriram doesn’t fare so well in AFC competitions where they are up against better sides and stronger match officials who won’t be bullied.
The extra support in Thai League games from the officials along with huge finances, being able to call games off and rearrange them when it suits, as well as having by far the best squad. means that I cannot see anyone getting close to Buriram for some time to come.
Some recall Chonburi FC being “too big” for the league and being dominant some years ago, but the finances involved were on a completely different scale back then, meaning others could quickly catch up and then surpass them. I cannot see anyone being able to find an owner with as much power away from the game and the financial resources and captive audience to get close to Buriram.
Others argue that Man Utd were completely dominant in the EPL and that things can change in the same way in Thailand. However, they had the best coach for many years and once he’d gone so had their advantage as the TV deal meant that any club could sign quality players while new huge foreign investment came into the game. Thai clubs do not have a fraction of that income coming in. Maybe not having a lucrative TV deal even suits those at the top as the gap cannot be closed?
It is reckoned the Newin will be handing the reins down to his son within a couple of years. Will that change things? Maybe, but there will still be the power in the background, along with the superb infrastructure that he has created as well as the money to continue attracting the best imports.
While this might come across as a depressing read, and there is plenty that could be done to improve things, I love Thai football and attending games. It is undoubtedly an advantage not to take things too seriously. We are only guests as farangs so my thoughts are we should enjoy the good things. There’s nothing we can do to change matters anyway.
I head out, make the match part of the day and cheer for Port or Sisaket United if I attend one of their games but don’t worry too much. The result is forgotten by the time I get home. If I have had a laugh catching up with friends, had a few beers, and some food then my day is a happy one. It’s a great fun day out and doesn’t cost too much if the game happens to be poor. As a far more experienced man than I in Thai football says, “Learn to be like bamboo”. Bend and don’t be broken by it.
I continually laugh whenever anyone gives Buriram a bloody nose on the pitch but know that’s as scant consolation as I’ll get as they continue to dominate. A sentence I could probably repeat and post each New Year.