National team manager Nualphan Lamsam announced on Sunday her intention to seek the Football Association of Thailand (FAT) presidency to get the trouble-plagued sport out of its crisis.
The FAT election is expected to take place early next year when its incumbent boss Somyot Poompunmuang's current term expires.
Nualphan, who is also chairwoman of Thai League 1 side Port, is backed by fellow Thai League club chiefs Newin Chidchob of Buriram United and Pavin Bhirombhakdi of BG Pathum United.
Both were at Sunday's press conference alongside Nualphan.
Nualphan, 57, said Thai football is facing a big challenge in the wake of the Covid-19 crisis and several other problems over the years.
She said she did not want to blame anyone and that unity is needed.
"What we urgently need at the moment is a united effort to seek income and bring faith and popularity back to Thai football," Nualphan said.
The FAT failed to find an official broadcaster for Thai League 1 this season.
Led by Nualphan, Newin and Pavin, the 16 T1 clubs are now jointly looking after the commercial side of the game instead of the FAT.
They are relying on AIS Play, True Visions Now and 3BB Giga TV to beam the matches live to the public through paid packages, although PPTV is also showing live a certain number of games.
Without proper funds from broadcast rights, sponsors and other sources, development projects have been halted, she said.
In such a situation, small clubs will not be able to survive while big teams will also struggle, Nualphan said.
"We have reached the point that we have to make a last-ditch effort to get through this crisis," she said.
Nualphan, affectionately called Madam Pang by the press and fans, said she loves football and has been involved in the sport since 2008 when she was appointed manager of the national women's side by then-FAT president Worawi Makudi.
Nualphan then guided the Chaba Kaew to two Women's World Cup finals in 2015 and 2019.
She was named manager of the national men's team by Somyot two years ago and has since helped the War Elephants win the Asean Cup twice.
She has also been the chairwoman of Port since 2015.
Nualphan said she recently met FAT chief Somyot who told her that he wanted to step down and asked her to run for the post in the next polls.
She also claimed she had received phone calls from several people who asked her to run for the FAT presidency.
"This is not an easy decision due to my health and several other jobs. But when Thai football is in a difficult situation, there must be one who is ready to make a sacrifice," Nualphan said.
"I believe in my determination and is ready to take the task."
She thanked Newin and Pavin for their support.
Newin was Somyot's main backer when he was first elected as FAT president in 2016.