BANGKOK – Ngern Hai Jai Co., Ltd., a company within KASIKORNBANK FINANCIAL CONGLOMERATE, is entering the sports community for the first time as one of the sponsors of the Thai League football competitions for the 2026/27 season, covering Thai League 1-3.
Under the concept “Fair Play in Thai Football, Fairness in Financial Services,” the company aims to connect the principle of Fair Play in football with Ngern Hai Jai’s commitment to “Clear and Transparent, Nothing Hidden.” The company is also preparing to engage directly with football fans and small entrepreneurs in local communities across all 5 regions throughout the season.
Ms. Chalarat Phinitbenchaphol, Chief Executive Officer of Ngern Hai Jai Co., Ltd., said, “One of the key reasons Ngern Hai Jai chose Thai football as its first step into the sports community is that Thai football has a broad fan base and connects people across different parts of the country.
This is reflected in the latest NIDA Poll survey, which found that more than half of respondents nationwide follow Thai League 1 competitions.* Meanwhile, Thai League 1-3 clubs and stadiums are located across various regions, making football a sport that reaches people at both the national and local community levels.”
“What makes football meaningful to us, however, goes beyond the number of fans or the 90 minutes on the pitch. Every match brings not only fans cheering for their favourite teams, but also increased activity for local shops, restaurants, vendors and others who earn their livelihoods around the stadiums.
Football connects more than just teams and fans, it also brings together people and communities surrounding the stadiums. Through this Thai League sponsorship, we want to be more than just a name among the sponsors. We want to meet, engage with and listen to people on the ground to better understand the lives and needs of those who earn their livelihoods in these communities. We believe that being a reliable long-term partner starts with truly understanding the people we want to stand alongside and building relationships that allow us to grow together.”
Ngern Hai Jai Engaging Football Fans through Online and On-Ground Activities
As part of its first step into the sports community, Ngern Hai Jai is preparing to invite football fans to participate in activities for a chance to win a total of 40 tickets to key matches through the Ngern Hai Jai LINE Official Account (@haijai). This will give fans an opportunity to experience the match atmosphere and cheer for their favourite teams at the stadiums.
Details, terms and conditions, and participation periods will be announced through the company’s LINE Official Account. In addition, Ngern Hai Jai will organise on-ground activities outside stadiums at 12 matches across 10 provinces in 5 regions, covering the North, Northeast, Central, East and West of Thailand. The activities will include free beverage stations for football fans, helping create a lively atmosphere before matches throughout the season.
From Fair Play on the Field to “Clear and Transparent, Nothing Hidden” in Financial Services
Beyond engaging with football fans and local communities, Ngern Hai Jai is also connecting the principle of Fair Play, a fundamental part of football, with its approach to providing financial services through the concept “Fair Play in Thai Football, Fairness in Financial Services.” This reflects the belief that whether in football or financial matters, fairness begins with clear rules and a shared understanding among everyone involved.
“For us, fairness is something that football and financial services have in common. In a good football match, everyone must understand the rules and compete under the same rules. Similarly, in financial services, customers should receive clear information before making decisions, including terms and conditions, interest rates, instalment payments and other expenses.
This is the foundation of our concept, ‘Fair Play in Thai Football, Fairness in Financial Services,’ which aligns with Ngern Hai Jai’s commitment to ‘Clear and Transparent, Nothing Hidden.’ It is also a message we want to communicate alongside our support for Thai football this season,” Ms. Chalarat added.
For news and information about Ngern Hai Jai services, please visit www.ngernhaijai.com, follow the LINE Official Account @haijai, or contact KASIKORNBANK and any Ngern Hai Jai branch.
*According to a survey conducted by the NIDA Poll Centre in August 2026 among people aged 15 and above nationwide, 52.68% of respondents follow Thai League 1 competitions.
