Market-oriented Operations of Khon Kaen FC Football Club in Thailand: Implications for Community Wellness and Lifespan Participation

DOI

10.2991/978-94-6239-797-2_10How to use a DOI?

Keywords

Khon Kaen Football Club; Sustainable Development; Lifespan Participation

Abstract

Local football clubs in Thailand have to find a way to find a balance between community responsibility and football business development. Current research often ignores these clubs, either focusing on how top teams make money or criticizing commercialization in general. Few people have studied the strategic shift of these local clubs to promote community welfare and lifelong sports. Our research is to fill this gap and see how a local football club uses market-oriented methods to create social benefits. By studying the case of Khon Kaen FC, we mainly use SWOT analysis, plus reading documents, comparative analysis and semi-structured interviews to ensure that comprehensive information is collected. This club is very popular with many loyal fans here, but its development has encountered some problems, such as people don’t know its brand very well, few people discuss it online, and it is difficult to attract investment. By studying the market carefully, we found some good ways: doing more online activities, developing youth projects, interacting with the community more, and establishing a healthy financial model. All these can help the club to better integrate into everyone’s life. Our research regards local football clubs like ours as a hybrid, which has both educational and social functions and the need to make money. Finally, we hope to rethink how much business opportunities sports can bring in developing countries.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuanzhao Li
AU  - Chuanchen Bi
PY  - 2026
DA  - 2026/10/14
TI  - Market-oriented Operations of Khon Kaen FC Football Club in Thailand: Implications for Community Wellness and Lifespan Participation
BT  - Proceedings of the 2nd International Conference on Lifespan Innovation (ICLI 2026) national Conference on Lifespan Innovation
PB  - Atlantis Press
SP  - 82
EP  - 91
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6239-797-2_10
DO  - 10.2991/978-94-6239-797-2_10
ID  - Li2026
ER  -