Public Relations Strategy of BG Pathum United Football Club to Increase Engagement from Supporters and Sponsors

Abstract

The purpose of this qualitative research was to study public relations strategy by BG Pathum United Football Club to increase engagement from both supporters and sponsors. Research methods encompass conducting in-depth interviews and analyzing documents. The research results found that public relations strategy consists of policy, activity type, channels, and duration. 1. Public relations strategy to increase engagement from supporters; (1) The club has a policy to build relationships with football supporters by specifying the type of season ticket membership in order to use it as a criterion for granting benefits, (2) Both competition and the off-season events might take the type of activities aimed at fostering relationships with football supporters, (3) The club maintains continuous communication with football supporters through various channel, such as Facebook, Instagram, TikTok, YouTube, Line, and X (4) In order to foster relationships with football fans both during and outside of the competitive season, the club has established criteria for organizing various activities during the period. 2.Public relations strategy to build engagement with sponsors; (1) The club adheres to a policy of cultivating relationships with its supporters, by acting as the intermediary that establishes a connection between sponsors and football supporters, (2) The events that are arranged jointly include those aimed at demonstrating Corporate Social Responsibility (CSR) and those aimed at enhancing brand image as well as sponsor tour activities, (3) In terms of public relations channels, it was found that the club communicates and publicizes news related to sponsors through various channels, including personal media, activity media, Facebook, and Instagram, and (4) The club maintains a consistent level of activity with sponsors throughout both the competition season and the off-season.