What happens when you stop marketing a sport and start designing an experience around it?
In this episode of SMARTIES Studio, Rohit Dadwal speaks with Sarun Ladawon and Titipun Tubthong about the transformation of Rajadamnern Stadium, an 80-year-old Muay Thai venue in Bangkok, from a traditional sports stadium into a cultural destination.
The challenge was bigger than attracting more people to watch Muay Thai. The team asked a more fundamental question: How can four hours at Rajadamnern become an unforgettable experience? The answer brought together the history and rituals of Muay Thai, the stadium’s heritage architecture, Thai orchestra, storytelling and immersive technology while carefully preserving the authenticity of the sport and its culture.
The transformation delivered remarkable commercial results, including a 274% increase in ticketing revenue, significant growth in VIP and merchandise revenue, and millions of dollars in sponsorships. More importantly, the story offers lessons that extend far beyond sport and tourism: how brands can unlock value from heritage, turn cultural assets into experiences, use technology without compromising authenticity, and transform something people already know into something they want to experience. SMARTIES Studio goes beyond the awards to explore the thinking, strategy and creativity behind impactful marketing campaigns.
