“Football for Happiness Along the Route 2025” Project
BEM, in collaboration with the Expressway Authority of Thailand (EXAT), implements the “Football for Happiness: Fun Around the Expressway” initiative to provide youth in communities surrounding the expressway routes with opportunities to participate in sports, make productive use of their free time, and promote both physical and mental well-being. The initiative also aims to reduce the risk of risky behavior among youth while fostering positive relationships with neighboring communities.
The initiative is delivered through football clinic activities led by former Thai national football players, who share their knowledge, provide fundamental football training, and inspire participating youth. Sports equipment is also provided to participants at community sports grounds located beneath the expressways along various routes. The target participants are youth aged 6–15 years from communities surrounding the expressway routes, who join the activities through collaboration with community leaders, school sports clubs, parents, and families.
The initiative reflects the Company's commitment to maximizing the social value of under-expressway spaces, supporting the sustainable development of youth and local communities, and integrating its business operations with ongoing social responsibility and stakeholder engagement.
According to Mr. Kawin Thamsatchanan (Tong), Former Goalkeeper of the Thailand National Football Team, the initiative inspires young people by providing opportunities to develop football skills and experience professional football competitions in Thailand. These experiences help ignite their aspirations and motivate them to pursue their dreams of becoming professional athletes in the future.
Meanwhile, Mr. Boonyachote Samanwo, President of the Phayathai Muslim Youth Club, stated that the initiative provides children and youth from surrounding communities with valuable opportunities to gain new experiences and draw inspiration from national football players. It also encourages them to use their free time constructively, stay away from drugs, and foster a sense of pride among their families and communities.
The initiative engaged 50 BEM employees and generated approximately 6.2 million media impressions. A total of 1,734 participants from 62 communities and 164 schools took part in the activities.
The post-activity evaluation recorded an overall participant satisfaction rate of 94.4%. The initiative also helped reduce household expenses by approximately THB 88,200 through the income and benefits received by participating youth. In addition, the project generated THB 21.6 million in public relations value and achieved a Social Return on Investment (SROI) of 2.15 times.
