“Power Up Sportsmanship” is the core concept of True Corporation in its role as the Official Telecommunications Technology Partner of the 33rd SEA Games and the 13th ASEAN Para Games. Beyond ensuring the highest level of network readiness, the initiative reflects True’s brand stance as an organization committed to creating deeper and more meaningful values.
The concept focuses on using technology as a force that connects people, delivers the best possible experiences for all stakeholders, and amplifies the spirit of sportsmanship beyond the playing field and into the hearts of people across Thailand.
To further clarify this vision, Oliver Kittipong Veerataecha, Chief Brand & Media Officer, True Corporation Plc, shares strategic perspectives and True’s mission on this national stage with the ambition to move forward as “Number One with the SEA Games, Number One with True5G.”
Power Up Sportsmanship: Sportsmanship Is a Power That Can Be Passed On
“Power Up Sportsmanship aligns closely with our vision POWER UP NATION’S SMILE Ready UP Signal UP Happiness. This marks a significant milestone following the integration of True and dtac’s towers and spectrum, resulting in faster, broader, and more stable 4G and 5G coverage nationwide,” Oliver explains,
For years, True has consistently supported Thai sports on the global stage. What makes this year unique is Thailand’s role as host nation, allowing True to combine its strong telco tech infrastructure with the most essential value of sports, which is sportsmanship, and deliver it to the hearts of all Thai people.
“We believe sport is more than competition. It is a force that shapes people in their thinking, mindset, and relationships. With this belief, we want sport to live in the hearts of all Thais while highlighting the true value of sportsmanship, not only on the field but also as a principle applicable in everyday life. I believe the most effective communication is one that creates real value for society,” he explains.
Behind this vision is the collective effort of True and its group companies, coming together to mobilize their full capabilities in building a comprehensive technology and communications ecosystem to support the Games. Oliver describes this collaboration as a new chapter in history for both the organization and Thailand.
“The challenge is working together across the entire organization and group companies to ensure the success of this mission. It is not only about being technologically prepared, but also about creating social value. What we are doing together will become a historic milestone capable of truly elevating Thailand to the top,” he says.
Power Up Sportsmanship: A Strategy Beyond Sports Sponsorship
Through collaboration across True Group companies, the Power Up Sportsmanship concept has been translated into tangible outcomes. It goes beyond sports sponsorship to represent Thailand as host nation and reflect True’s authentic role as a Thai telco tech company.
One of True’s most important roles is connecting the collective energy of Thai people nationwide so that everyone can take part in the SEA Games by sending their support to Thai athletes through accessible viewing experiences on mobile devices.
“For our True and dtac customer base of over 50 million users, competitions can be watched instantly via the TrueVisions NOW application on mobile phones. This allows people across the country to support the national athletes together. True is delighted to be a signal of happiness that connects Thais to sport and unites their encouragement as one,” Oliver explains.
In addition, True has designed 3 Power Up strategies to provide the best experience for both Thai people and participants from all countries as the SEA Games host. The aim is to use technological connectivity to create shared meaning and unity.
• Power Up Network: Elevating Thailand’s Infrastructure to an ASEAN Level Experience
This SEA Games serves as a testing ground for True’s strongest One Network. More than 130 network sites have been deployed across competition venues and key areas to ensure that every moment of watching, cheering, and sharing takes place on the best possible network.
• Power Up Athletes: Supporting Athletes from Competition to Daily Life
True provides unlimited True5G SIM cards to athletes and officials from all 11 participating countries, enabling seamless communication and allowing them to support teammates through the TrueVisions NOW application. This reflects Thailand’s commitment to caring for athletes both on the field and in their daily lives.
• Power Up the Press: Empowering Media to Deliver Stories to ASEAN Audiences
High speed fiber internet and Wi Fi from True Online have been installed in media centers across all host provinces. This enables international media to report in real time and operate at full efficiency, playing a vital role in delivering competition stories and presenting Thailand’s image to audiences across the region.
Technology That Means More Than Just Speed
“Our operations for this multi-sport event are guided by sustainability principles. We manage zero waste as effectively as possible, carefully address carbon footprint considerations, and place sustainability at the core of every step of our operations,” Oliver said, describing the behind-the-scenes management approach that reflects True’s role as an organization recognized among global sustainability leaders in the Dow Jones Sustainability Index.
Another core responsibility that True prioritizes even more than network speed and coverage is safety. This is the protection that every user receives the moment they use True’s network, enabled by True CyberSafe, which monitors cyber threats around the clock.
“In the past, competition was about speed. Today, we need to add another ‘S’: Safety. True is the only company investing in developing cybersecurity technology to protect our customers. Every True signal is secure. True CyberSafe can block suspicious SMS or links, and even alert users to risky phone numbers. As technology evolves, we must continue to build safety, reliability, and deliver real value to users through technology,” Oliver emphasizes.
The Power of Connectivity, Spirit, and Sportsmanship
When asked about the moment he hopes Thai people will remember True for at this multi-sport event, Oliver answered clearly, “I want people to think of True5G not only as fast, powerful, and responsive, but also as safe, which is the value we hold as a top priority.”
For this SEA Games, True hopes people will associate the brand with sportsmanship, a value the company aims to communicate and pass on to Thai society.
“It would be even more meaningful if sport did not end at the competition venue but lived on in people’s hearts. True wants sport to be part of everyday life in every meaningful moment. Especially if young people embrace sportsmanship principles such as staying true to their intentions, respecting rules even when no one is watching, and accepting outcomes with humility even when victory is not theirs. I believe these values have the power to spread, and this is what True wants to connect to the hearts of all Thais,” he says.
Finally, as the atmosphere of the sports competition began to come alive with energy and excitement, Oliver concluded:
“I would like to invite everyone to send their support to the Thai national team as they strive to become number one at the SEA Games. True is proud to stand behind the success of our athletes and to be part of every meaningful moment as Thailand hosts the SEA Games.”
