The sport of Muay Thai is synonymous with the country of Thailand for millions of people all over the world. It is a key component of the country’s culture and an increasing number of tourists come to the Kingdom in order to train and even compete.
Like every aspect of the tourism industry Muay Thai has been badly affected by COVID-19. Many fighters have been forced to find alternative employment and an entire generation of potential stars is in danger of being lost.
Rodtang Jitmuangnon competes for ONE Championship. He has two fights booked in Singapore in the next three months and is rumoured to earn a purse in excess of THB1 million from the Singapore-headquartered promotion.
Rodtang fought six times in 2020 despite the pandemic but the 23-year-old from Phattalung says that, even for him, times are tough,
“It has been a difficult time because even though I am able to fight and earn money I have a lot of people who depend on me to help them, and many of them have lost their jobs.”
While Rodtang is one of the top earners in the industry many fighters have been less fortunate. Chalarmsuk SorkorVanitSungrod has not quite reached the heights of Rodtang but once won a tournament at the famous Omnoi Stadium.
As well as enjoying some success inside the ring he had also opened his own Muay Thai gym on the outskirts of Bangkok but has seen his ambitions as both a fighter and a business owner ruined by the coronavirus pandemic.
“After COVID-19 I didn't have any fights and I was forced to close the gym but I still have to pay the rent and other bills. In the end I decided to turn the gym into a noodle shop instead. I would like to go back to fighting one day.”
Tourism looks set to return in the near future and audiences will eventually be welcomed back to the country’s Muay Thai stadiums. But many in the industry, like Chalarmsuk, are struggling and this is an aspect of the tourism industry that should not be overlooked when the government is considering how to distribute COVID-19 relief.
The good news is that live events resumed this month and there are some significant dates on the calendar. The WTF Muay Thai Fight Series Thailand, a revolutionary concept that will see two of the country’s top promoters face off across a series of four events, gets underway this month. A star-studded fight card has been booked for Rajadamnern Stadium on 21 March, 23 May, 22 August and 21 November 2021.
Muay Thai is also a featured sport at the 6th Asian Indoor and Martial Arts Games otherwise known as Bangkok – Chonburi 2021 which will take place in Bangkok and Chonburi from 10 – 20 March 2022.
Paul Poole founder of The Sponsorship Experts, who are managing sponsorship and partnership marketing for WTF Legends Muay Thai Fight Series Thailand 2021, and 6th Asian Indoor and Martial Arts Games / Bangkok – Chonburi 2021 feels it is time for stakeholders from across the industry and beyond to work together in order to secure the long term future of the sport,
“When people think of Thailand the sport of Muay Thai is one of the first things that comes to mind. It has been a very difficult time for the industry but there is light at the end of tunnel; events are back and borders will be opening up, so this is an ideal time for commercial sponsors and partners to get on board and help to preserve a much loved Thai tradition.”
Muay Thai has proved a major commercial success in recent years with unprecedented audience numbers tuning in to broadcasts both through traditional TV and OTT platforms. Rajadamnern Stadium has partnered with BEC and PPTV for all its fights to be aired on traditional TV and they have achieved an average TRP rating of 2.5 to date.
More than a million viewers tuned in for the live streaming of the World Muay Thai Championships 2019 in Bangkok. According to data from Nielsen, YouTube, Facebook and Twitter the ONE: ‘Kingdom of Heroes’ event in 2018, which featured several Muay Thai bouts, drew over 25 million viewers globally while setting a record-breaking peak TV ratings share of 58.5% in Thailand.
So while recent months have been tough for almost everybody in the Muay Thai industry the future looks very bright.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
