Madichie, Nnamdi O.Mbah, Chris2020-01-272020-01-2720152015Madichie, N. O., & Mbah, C. (2015). Rebranding Thailand through football-food for thought? International Journal of Entrepreneurship and Small Business, 25(1), 1–17. https://doi.org/10.1504/IJESB.2015.06877214761297http://dx.doi.org/10.1504/IJESB.2015.068772http://hdl.handle.net/20.500.12519/37This article is not available at CUD collection. The version of scholarly record of this article is published in International Journal of Entrepreneurship and Small Business (2015), available online at: https://doi.org/10.1504/IJESB.2015.068772.The purpose of this exploratory study is to highlight the potential of sports and especially football as nation branding tool. Taking the particular case of a developing Association of Southeast Asian Nations (ASEAN) country, Thailand, which has been embroiled in a catalogue of negative brand perceptions, the study highlights a potential avenue for rebranding. The study is primarily documentary analysis driven, drawing upon a mixture of official statistics, contingent literature and personal observation-especially the on-pitch performance of the War Elephants (Thai national football team) at the Suzuki Cup organised by the ASEAN Football Federation (AFF). Overall the study advances a potential avenue for a perception change of global observers (including potential investors) of a country with a historically entrenched negative brand image. Copyright © 2015 Inderscience Enterprises Ltd.enPermission to reuse abstract has been secured from Inderscience Enterprises Ltd.ASEAN football federationFootballNation brandingSuzuki cupThailandWar elephantsArticleCopyright : 2015 Inderscience Enterprises Ltd.