Buriram

To stand a chance of doing that, though, Mr. Newin's Buriram needs to keep winning.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

Mr. Newin appears to revel in his new role as soccer boss as he strides around Buriram PEA's new 25,000-seat stadium, soaking up the adulation of fans like a Thai Mark Cuban.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

The region was also a key source of support for the so-called Red Shirt rallies that rocked Bangkok last year, when scores of red-clad protesters from Buriram and other similar areas clashed in violent confrontations with Thai military forces, leaving more than 90 people dead.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

But now Buriram PEA which stands for Provincial Electricity Authority is far atop the Thai Premier League and is helping forge a new group identity for a broad slice of the vote-rich, rice-growing plains of northeast Thailand.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

"This is more than just a stadium—it's a symbol of faith, love and commitment between me and the people of Buriram," Mr. Newin said, to huge cheers from the fans pressed inside.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

Long known as an important provincial power broker here, the 52-year-old Mr. Newin is emerging as a potential kingmaker in Thailand's coming election, largely through the success of his Buriram PEA soccer team, which is helping him build support for his new Bhumjai Thai, or Thai Pride, Party.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

At a recent match in Buriram, he took to the center circle of the field to say the club's new stadium is his gift to the people of the region.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

In its latest game, Buriram PEA trounced Chiang Rai United 5-0.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

This summer, he is negotiating to bring England's storied Liverpool FC to play an exhibition match in Buriram.

Thai Soccer Team Moves Political Goalposts James Hookway 2011

Many of the team's fans wear Buriram team shirts with No. 16 printed on the back—the number allocated to the Thai Pride Party on the July 3 ballot sheet.

Thai Soccer Team Moves Political Goalposts James Hookway 2011