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Rajadamnern Stadium, the birthplace of Muay Thai was rich in history but fading in relevance. While the fights
remained world-class, the experience hadn’t changed in decades.
The challenge: how do we preserve tradition while captivating a new generation of fans, tourists, and culture
seekers?
To reawaken the stadium’s legacy, we created the world’s first immersive Muay Thai experience transforming the
venue into a 360° cultural spectacle through projection mapping, synchronized lighting, sound, and storytelling.
Without changing the architecture or the sport also the root of heritage, we changed how it’s experienced.
The result was a living, brand-owned platform that runs nightly boosting revenue across ticketing, VIP seats,
merchandise, and F&B, while making Rajadamnern a must-visit destination featured in global travel content. The
experience sparked emotional connections, cultural pride, and immersive storytelling successfully reestablishing
Rajadamnern not just as a stadium, but as a symbol of Thailand’s identity, reborn for the world.
Within just two months of launch, the transformation delivered outstanding business results:
+274% ticketing revenue
+441% VIP seating revenue
+818% merchandise, and +412% F&B revenue.
The immersive format turned Rajadamnern into a nightly destination, boosting average transaction value and
extending time spent in-venue.
Sponsorship value surged, with ~$5M USD in new brand partnerships initiated post-launch.
Operationally, the experience was fully integrated into the stadium’s seven-days-a-week fight schedule—achieving
growth without increasing event costs or disrupting operations.
Customer behavior shifted from passive viewing to active sharing and emotional engagement—reflected in a
+1,180% spike in social media performance and growing brand loyalty among both locals and tourists.
Long-term impact is clear: Rajadamnern is now positioned as Thailand’s leading sports-entertainment hybrid, driving
cultural tourism and lifestyle relevance.
The immersive experience not only met business KPIs it created a scalable, brand-owned platform that enhanced
revenue streams, improved audience lifetime value, and set a new standard for experience-driven business
transformation.
Credits
Other credits
Global Sport Ventures
• Thainchai Pisitwuttinan, Global Sport Ventures, Chief Executive Officer
• Sarun Ladawon, Global Sport Ventures, Chief Marketing Officer
• Kittiwut Yoovidhya, Global Sport Ventures, Production Manager
• Phatsakorn Jongjaroenthongbai, Global Sport Ventures, Production Manager
• Boonyathorn Charnjitkusol, Global Sport Ventures, Senior Motion Graphic Designer
• Flo Napasab, Global Sport Ventures, Brand Manager
• Nutcha Charoensri, Global Sport Ventures, Brand Manager
• Jetnipit Hongnueng, Global Sport Ventures, Performance Marketing Manager
• Thanawat Srisai, Global Sport Ventures, Assistant Brand Manager
• Pichaya Promtong, Global Sport Ventures, Senior Marketing Executive
ShowOne Productions
Svetlana Dvoretsky, ShowOne Productions, President and Founder
Andrei Mazuruc, ShowOne Productions, VP Production, Creative Lead
Robb Jibson, ShowOne Productions, Creative Director
Decide Kit
Chanpen Koolkaew, Decide Kit, Founder and Managing Director
Nuttapong Tummapirom, Decide Kit, Co-Founder and Design Director
Kitsakorn Sanguantongkham, Decide Kit, Design Director
Panyawat Bamrungsilp, Decide Kit, Design Director
Arthit Assaranurak, Decide Kit, 3D Design Director
Chommaz Nantanajankul, Decide Kit, Senior Designer
Tongrob Malawong, Decide Kit, Senior Designer
Thiantawan Ketthian, Decide Kit, Sound Designer
Brilliant & Million
Pongsakorn Olaresakun, Brilliant & Million, Group Account Director
Sasithorn Mapobsuk, Brilliant & Million, Account Manager
Titipun Tubthong, Brilliant & Million, Executive Creative Director
Nattasak Kijbamrung, Brilliant & Million, Creative Director
Anawat Ampanhom, Brilliant & Million, Senior Art Director
Teedanai Cholvatanapong, Brilliant & Million, Associate Creative Director
Tharadirok Manonom, Brilliant & Million, Art Director
Phuwadach Wimonwattana, Brilliant & Million, Copywriter
Vibhu Harnvarakiat, Brilliant & Million, Head of Strategy
Saharat Narukatpichai, Brilliant & Million, Associate Strategic Planning Director
Warabhum Kulmongkon, Brilliant & Million, Strategic Planning Supervisor
Angsadawut Bamroong, Brilliant & Million, Strategic Planning Supervisor
Chutamas Pothong, Brilliant & Million, Designer Director
Suttipat Suwannates, Brilliant & Million, Senior Graphic Designer
Rungsimunt Rujirekrungsima, Brilliant & Million, Graphic Designer
Athiporn Sutthising, Brilliant & Million, Senior Graphic Designer
Apirak Jadrit, Brilliant & Million, Graphic Designer
Napon Ruttanashotikanon, Brilliant & Million, Senior Multimedia Designer
Chonnason Phrommet, Brilliant & Million, Multimedia Designer
Chavakorn Leelakul, Brilliant & Million, Project Manager
Chanon Dethsiriyothin, Brilliant & Million, Associate Creative Director
Patsanun Jeenanat, Brilliant & Million, Key Opinion Leader and Content Director
Benjawan Suklertlum, Brilliant & Million, Influencer Management Manager
Narueporn Changdang, Brilliant & Million, Senior Project Manager
Methawee Jittpang, Brilliant & Million, Influencer Management Specialist
Wilailuk Tawalai, Brilliant & Million, Digital Content Manager
Wilaijit Sakdibowonkul, Brilliant & Million, Award Submission Manager
