At a rowdy Bangkok stadium, BG Pathum United's "Rabbit Girls" dance to a drumbeat and cheer their team on -- the Thai football league's last band of women promoters.

Women Promoters at BG Pathum United

The Role of Rabbit Girls

Nightclubs, brands, shopping malls, and car shows in Thailand often hire young women -- known as "pretties" -- for promotion purposes. Gender stereotypes remain deep-rooted in Thailand, and critics say that is especially the case among many Thai football fans. Only unmarried women are eligible to become Rabbit Girls, and there is an age limit of 30. BGPU says the role of the Rabbit Girls -- named for the team's animal logo -- is evolving, and the women are not just cheerleaders but club ambassadors.

Key Takeaways

Phatlita Lertphaholphat, known by her nickname "BB," is now in her sixth year as a Rabbit Girl. She arrives three hours before the match to change into her uniform of a blue t-shirt, white shorts, and white trainers. The Rabbit Girls help to keep things polite in the male-dominated football crowd, and on the club's social media channels, they promote the team, sponsors, and green messages about recycling and sharing transport to games.

Old Habits Die Hard

While the women's game is booming in many parts of the world, attitudes in Thailand have been slow to change. Sukrittaya Jukping, a professor of gender studies at Thammasat University, said the focus on a woman's appearance -- particularly body shape and skin tone -- was common among companies inr Thailand.

Consider the Context

BGPU insist the roles of Rabbit Girls have become "more modernized," particularly since the pandemic, when the club realized the importance of social media in brand promotion. The Rabbits are paid at least 20,000 to 30,000 baht ($550 to $800) a month, and many hold down other jobs at the same time. BB rejected the idea that she was being exploited, saying the job helps her to save while supporting her family of five, paying for a house and car loan. She is confident it will lead to other work.