BG Pathum United’s “Rabbit Girls” – More Than Just Cheerleaders: Club Ambassadors and Brand Promoters

The atmosphere at a Bangkok stadium is electrifying as BG Pathum United’s “Rabbit Girls” dance to a drumbeat and cheer their team on, standing out as the Thai football league’s last group of female promoters. In a country where gender stereotypes run deep, these women are breaking barriers and redefining their role as club ambassadors.

The Rabbit Girls, named after the team’s animal logo, are not just cheerleaders but also brand ambassadors for BG Pathum United. Phatlita Lertphaholphat, known as “BB”, has been a Rabbit Girl for six years and takes her role seriously, arriving early to perfect her appearance and promote the team and sponsors both in person and on social media.

Despite the traditional views on women’s roles in sports and entertainment in Thailand, the Rabbit Girls are making strides in changing perceptions. They engage with fans, promote green messages about recycling, and hand out prizes at games, showing that they are more than just pretty faces.

While some clubs have cut cheer squads due to financial constraints, BG Pathum United remains committed to their Rabbit Girls, recognizing their value in promoting the club’s brand and engaging with fans. The women are paid a decent salary and many see this role as a stepping stone to other opportunities, gaining valuable skills in communication and time management.

As the Rabbit Girls continue to evolve and modernize their role, they are proving that they are more than just eye candy on the sidelines. With determination and ambition, these women are breaking stereotypes and paving the way for a more inclusive and diverse sports culture in Thailand.