54 Appointed Strategic Partner for Thailand’s Area 340 Project  04:22, 19/06/2026

Located north of Bangkok and spanning more than 224 hectares, AREA 340 has been conceived as a fully integrated Sports City that combines elite sporting infrastructure with residential communities, education facilities, hospitality, wellness, tourism and commercial assets within a single destination ecosystem.

The development will comprise eight interconnected districts including football, a championship-standard 27-hole golf course, state-of-the-art golf academy and practice facilities, sports performance, athletics, racquet sports, education, wellness, hospitality and residential zones designed to create a long-term platform for talent development, community engagement, community living, hospitality and investment. The golf precinct is planned to become one of Thailand's leading golf destinations, combining elite player development, coaching and academy programmes with world-class recreational and tourism experiences.

Under the agreement, 54 will support the project through strategic business structuring, development and program management oversight, asset strategy and investment advisory services. The group will work alongside the respected ownership group Corporate Woraluk Property (Public) Company Limited to establish the project's commercial framework, investment strategy and long-term development roadmap, while helping position AREA 340 as one of Asia's leading integrated sports and lifestyle destinations.

The appointment follows an extensive strategic review process and marks the beginning of a long-term collaboration focused on creating an institutionally investable development platform capable of attracting global operators, strategic partners and investment capital.

Ben Styles, APAC Senior Vice President of 54, said: "AREA 340 represents the type of visionary project that sits directly at the intersection of sport, real estate, education, hospitality, tourism and community development. It is a rare opportunity to create a destination that delivers economic, social and sporting impact at scale.

"Our role extends beyond traditional advisory services. We will be working closely with ownership to establish the project's strategic foundations, development governance, investment proposition and long-term commercial ecosystem. Through our international network and experience in sport-led destination development, we look forward to helping unlock the full potential of AREA 340 and supporting its ambition to become a globally recognised destination."

President & CEO - Wichai Poolworaluk for AREA 340 said: "From the outset, our ambition has been to create a world-class destination that combines sport, education, wellness and lifestyle in a way that delivers lasting value for Thailand and the wider region.

"54 brings deep expertise across sports infrastructure, destination development, investment strategy and commercial partnerships. Their experience and global network make them an ideal strategic partner as we move into the next phase of development and bring our vision to life."

As part of its mandate, 54 will support the establishment of development frameworks and investment strategies across the project's major asset classes. The group will also work with the ownership to identify strategic operators, commercial partners, educational institutions, sports organisations and investment partners capable of contributing to the long-term success of the development.

AREA 340 is expected to feature a wide range of sporting, educational and lifestyle assets including stadia infrastructure, training centre, sports performance facilities, education campus, championship golf and supporting facilities, wellness communities, hospitality assets and residential developments, creating a diversified ecosystem designed to generate sustainable long-term value.

ABOUT 54

54 is a sports and entertainment agency operating across ten offices globally. The company advises rights holders, governments, investors, developers, brands and destination owners across strategy, investment, operations, commercialisation and activation. Through its Strategic Advisory, Asset Optimisation and Activation & Engagement divisions, 54 helps create, grow and maximise value from sport and entertainment assets around the world.

ABOUT AREA 340

AREA 340 is a next-generation integrated sports, education, wellness and lifestyle destination located north of Bangkok, Thailand. Spanning more than 224 hectares, the development brings together world-class sporting infrastructure, education facilities, hospitality, residential communities and commercial assets within a single ecosystem designed to drive long-term economic, social and sporting impact.