Marketing Oops! Summit 2026

AssetWise has returned for the second consecutive year as the main sponsor of “AssetWise Presents Marketing Oops! Summit 2026,” the marketing and technology event of the year held at the Queen Sirikit National Convention Center (QSNCC).

A major highlight of the event was a special session featuring BG Pathum United, an Official Partner of AssetWise. The session took a deep dive into Sport Marketing strategies that allow real estate brands to connect with football fan communities. It also featured national team star and J-League veteran captain “Tang” Sarach Yooyen, who shared his experience on how athletes act as vital links between brands, clubs, and fans to foster long-term loyalty and engagement.

Driving Lifestyle Marketing Through Creative Collaboration

Ms. Paneeta Malaivongs, Deputy Chief Executive Officer of AssetWise Public Company Limited (ASW), stated:

“AssetWise is proud to be the main sponsor of AssetWise Presents Marketing Oops! Summit 2026 for the second year running. We aim to elevate this event into an ‘Experience Platform’ that connects marketers, businesses, and technology. This platform provides a space to exchange knowledge, spark new ideas, and drive real business outcomes.

This sponsorship reflects our vision as a creative lifestyle real estate leader. We hope this stage will help propel Thailand’s digital marketing and technology industries forward, empowering Thai marketers and entrepreneurs to adapt global trends for sustainable growth.”

“In the past, AssetWise has driven its Lifestyle Marketing strategy by connecting our brand with consumer passions across music, sports, beauty pageants, art, culture, and marketing platforms like the Marketing Oops! Summit. This allows AssetWise to seamlessly integrate into consumer lifestyles and build widespread brand awareness. This year is particularly special as we invited BG Pathum United Football Club—our valued partner—to share their insights on building a strong football branding ecosystem on a national level,” Ms. Paneeta added.

Football Branding 5.0: Turning a Club into a 24/7 Living Brand

BG Pathum United (BGPU), one of Thailand’s top-tier football clubs with over 691,000 social media followers, took the stage to share their pitch-side marketing strategies in a session titled “FOOTBALL BRANDING 5.0 Changing the Game from Football Club to a 24/7 Living Brand Ecosystem.” The concept revolves around transforming a football club into a living brand by creating an ecosystem that unites fans, local communities, players, partners, and match-day experiences—shifting fan engagement from a 90-minute match to a 24/7 lifestyle connection.

Ms. Nittayaporn Tharasook, Commercial Director of BG Pathum United Football Club, explained that the club evolved from an enterprise team into a community-centric team under the name BG Pathum United to build deep local roots.

Using the Football Branding 5.0 strategy, the club aims to build a brand that transcends the team itself by focusing on players, coaches, fans, and the unique BGPU culture. The stadium infrastructure has been upgraded to support family activities and community gatherings. Fan loyalty is cultivated through digital content, school campus tours, and brand collaborations with partners like AssetWise, a company renowned for its sport marketing initiatives and continuous residential developments in Pathum Thani—particularly its popular “Kave” campus condo brand.

Creating Shared Value Beyond Sponsorship

The two-year consecutive partnership between AssetWise and BGPU has transformed traditional sponsorship into tangible, shared-value experiences:

RabbitWise Space: A dedicated area connecting residents and football fans.
AssetWise Brand Day: Special match-day activities and exclusive fan experiences.
Youth Development: Initiatives like the ASSETWISE BG CUP U19 and the BGPU x BVB Football Carnival U-15 Powered by AssetWise, which gave Thai youth the opportunity to train in Germany.
Premium Accommodations: Providing free houses and condominiums near the club to ensure a high quality of life for coaches and players.

“Tang” Sarach Yooyen, Thailand National Team midfielder and BG Pathum United captain, shared his perspective from playing in both Thailand and the Japanese J-League:

“Football players are the bridge between the club and the fans. While fans love a club because of the matches or results, long-term loyalty is born from personal moments between players and fans—whether it’s words of encouragement, photos, autographs, or seeing players participate in community outreach. These moments are the true heart of building a resilient fan base.”

The Cloud of Happiness Lounge by AssetWise

In addition to the insightful sessions, AssetWise designed the “Cloud of Happiness Lounge by AssetWise”—a relaxation and networking hub for event attendees. The lounge featured comfortable workspaces, networking areas, and engaging interactive activities. AssetWise also showcased selected residential projects and condominiums within its portfolio, catering to both prospective homebuyers and savvy investors looking for high-value opportunities.