Brilliant & Million launches the first immersive Muay Thai experience with Global Sports Venture

Ahead of Rajadamnern Stadium’s 80th anniversary, Brilliant & Million and Global Sport Ventures have launched Rajadamnern Immersive Muay Thai, the world’s first immersive Muay Thai experience. Using projection mapping, LED-mapped columns, and a full surround sound system, they turned the stadium’s dome and architecture into a storytelling canvas creating emotional connections through history, beauty, art, and the tradition of Muay Thai

Rajadamnern Stadium is the world’s first Muay Thai stadium and a sacred part of Thai culture. But while it held legacy and prestige, it remained a niche seen as just a fight venue by most. Travelers passed it by. Cultural explorers didn’t feel its significance. To grow the business, Brilliant & Million didn’t need to change Muay Thai. They needed to change how people experienced it.

The experience was fully integrated into Rajadamnern’s 7-days-a-week live fight schedule with no interruptions. Every night, fans and first-timers alike are immersed in a seamless blend of culture, history, beauty and the excitement of the fight.

Rajadamnern’s circular architecture and central ring made it uniquely suited for a 360-degree experience. They removed the original overhead lighting truss, rebuilt the lighting and sound system, and integrated LED into all 16 structural columns, blending physical infrastructure with narrative design.

Additional LEDs were placed around the stadium to complete the environment without altering the venue’s iconic form. With no pre-built blueprint or reference, the entire experience was designed in simulation until the installation was completed.

Performance Result:
+274% Ticketing Revenue
+441% VIP Seating Revenue
+818%Merchandise Revenue
+412% F&B Revenue

Media & Sponsorship Impact (Starting from 2025):
~5M USD in sponsorships
+1,180% Social Media Performance

Rajadamnern Stadium transformed from a fight venue for fight fans into a cultural destination where it is a can’t miss experience targeted to 40M people visiting Thailand annually.

Credits
Global Sport Ventures
Production Manager : Kittiwut Yoovidhya
Production Manager : Phatsakorn Jongjaroenthongbai
Senior Motion Graphic Designer : Boonyathorn Charnjitkusol
Chief Marketing Officer (CMO) : Sarun Ladawon
Chief Executive Officer (CEO) : Thainchai Pisitwuttinan
Brand Manager : Flo Napasab
Brand Manager : Nutcha Charoensri
Performance Marketing Manager : Jetnipit Hongnueng
Assistant Brand Manager : Thanawat Srisai
Senior Marketing Executive : Pichaya Promtong

ShowOne Productions
President and Founder : Svetlana Dvoretsky
VP Production, Creative Lead : Andrei Mazuruc
Creative Director : Robb Jibson

Brilliant & Million
Chief Executive Officer : Sorada Sonprasit
General Manager : Thanaporn Chankitmunkong
Group Account Director : Pongsakorn Olaresakun
Account Manager : Sasithorn Mapobsuk
Head of Creative : Titipun Tubthong
Creative Director : Nattasak Kijbamrung
Senior Creative (Art Director) : Anawat Ampanhom
Associate Creative Director : Teedanai Cholvatanapong
Creative (Art Director) : Tharadirok Manonom
Creative (Copy Writer) : Phuwadach Wimonwattana
Head of Strategy : Vibhu Harnvarakiat
Associate Strategic Planning Director : Saharat Narukatpichai
Strategic Planning Supervisor : Warabhum Kulmongkon
Strategic Planning Supervisor : Angsadawut Bamroong
Designer Director : Chutamas Pothong
Senior Graphic Designer : Suttipat Suwannates
Graphic Designer : Rungsimunt Rujirekrungsima
Senior Graphic Designer : Athiporn Sutthising
Graphic Designer : Apirak Jadrit
Senior Multimedia Designer : Napon Ruttanashotikanon
Multimedia Designer : Chonnason Phrommet
Project Manager : Chavakorn Leelakul
Key Opinion Leader and Content Director : Patsanun Jeenanat
Influencer Management Manager : Benjawan Suklertlum
Influencer Management Specialist : Methawee Jittpang
Digital Content Manager : Wilailuk Tawalai
Senior Project Manager : Narueporn Changdang
Associate Creative Director : Chanon Dethsiriyothin

Decide Kit
Founder and Managing Director : Chanpen Koolkaew
Co-Founder and Design Director : Nuttapong Tummapirom
Design Director : Kitsakorn Sanguantongkham
Design Director : Panyawat Bamrungsilp
3D Design Director : Arthit Assaranurak
Senior Designer : Chommaz Nantanajankul
Senior Designer : Tongrob Malawong
Sound Designer : Thiantawan Ketthian
Global Sport Ventures
Production Manager : Kittiwut Yoovidhya
Production Manager : Phatsakorn Jongjaroenthongbai
Senior Motion Graphic Designer : Boonyathorn Charnjitkusol
Chief Marketing Officer (CMO) : Sarun Ladawon
Chief Executive Officer (CEO) : Thainchai Pisitwuttinan
Brand Manager : Flo Napasab
Brand Manager : Nutcha Charoensri
Performance Marketing Manager : Jetnipit Hongnueng
Assistant Brand Manager : Thanawat Srisai
Senior Marketing Executive : Pichaya Promtong