Jay was like so many aspiring professional footballers when he was growing up in Thailand.
David Beckham was his idol and at eight-years-old when he first started to hone his skills in a field under the watchful eye of his father, Beckham was moving from Manchester United to Real Madrid and had captured the hearts of the south-east Asian nation on a visit with his former club.
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The ex-England captain inspired so many in this country but only a select few progressed in the way Jay did.
Six years after leaving school he turned professional and embarked on a journey around the second and third tier of Thai football where he enjoyed some local success.
Never, though, had his career been written about or discussed on a global stage until this time last year when his actions on a football field went viral and have now left him desperately trying to save his career.
Jay, full name Aitsaret Noichaiboon, is the former Bangkok FC player who viciously elbowed an opponent in the face and left him needing 24 stitches and further hospital treatment.
Crazy scenes from Thailand! 😲
Bangkok FC’s Aitsaret Noichaiboon was FIRED immediately after the match for this punch! 🥊 pic.twitter.com/5GJ5H2sE4T
— Bet9ja (@Bet9jaOfficial) March 14, 2022
It was a shocking red-card offence that was shared far and wide on social media and discussed at length as newspapers ranging from the Daily Mail to the South China Morning Post carried the story.
Within an hour of the incident, the 28-year-old was sacked by his club and handed a three-year ban. He apologised to his opponent three days later when the pair came face to face at a Football Association hearing. He has since been fined by the police and told any further offending within a two-year period will result in a prison sentence.
Jay (all Thai nationals have nicknames that they go by) has agreed to tell The Athletic his version of events as, 12 months on, the father-of-three is living a very different life to the one where he used to train or play six days a week as a professional footballer.
He now works in an administration role at a local government district office to support his family while playing amateur football on a part-time basis until his ban expires on December 31.
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Only then will he find out if another club is willing to take a chance on him.
The scene was North Bangkok University for a third-division promotion game between North Bangkok University FC and Bangkok FC.
The home side were 3-0 up in the closing stages when opponent Supasan Ruangsuphanimit clipped Jay’s heels as the ball went out for a throw-in.
What happened next was like a scene from a Muay Thai event, not a football match, as Jay paced towards his rival and landed a devastating elbow to the face.
“It’s because of a quick temper and I know it is not normal,” Jay explains. “He was saying things about my parents throughout the game and he insulted me a lot until the incident. When he kicked me, the ball had already left the field and he didn’t apologise.
“I’m sorry for what I did next. Everything happened so fast. I have gained an invaluable experience so I will never do anything like that again. I am trying to do my best every day and live a conscious life.”
Jay sounds sincere when talking through a translator even though the more times you watch the incident, the worse it gets.
He lives with his girlfriend, three children and other family members in Pathum Thani, an hour from Bangkok, and begins to shed light on his year of struggle after money troubles, relentless social medial abuse and further disturbing comments towards those close to him.
“People often ask what happened when I am travelling to different places and the effect on my family is definitely there even though they support and encourage me,” he says.
“I’ve lost income and my mental state is worse.”

Jay had to close down his social media accounts for a period.
“What has followed has not been good so I know not to do it again, but I feel accepting of what I have done and what follows.”
Losing his status as a professional footballer is what hurts the most. He remembers his father buying him a pair of Le Coq Sportif football boots as an eight-year-old, the first step in a promising career.
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He reiterates his regret at what he did during one moment of madness on multiple occasions and is hoping his remorseful ways will give him another chance in the future.
Does he think another club will take him on when he’s available to play again? “I think it’s going to be difficult,” he admits.
Make no mistake, he knows he’s not the victim in this and has therefore had to accept what has followed. The one grievance he has, though, is the length of the ban.
“I accept what I did but I still think a three-year ban was too severe. One year would have been right and enough time for me to come back again and show that I have learned from the mistake.”
Footballers at Jay’s level are not well-paid. He was earning just 4,000 THB ($115) per week but was doing a job he loved and always had a chance of moving up the pyramid on enhanced terms.
Football has been a big part of his life since he completed his studies. After Beckham he idolised Argentina’s Angel Di Maria, who he is loosely compared to by his team-mates because of his playing style on the left wing. He enjoys watching the Brazil national team and follows Premier League side Tottenham Hotspur.
Playing for Bangkok FC, his eighth club, offered some financial security even if the salary was low.
“After my contract was terminated, I had to find a full-time job quickly but then also try to earn extra money on a Saturday and Sunday,” Jay says.
The money he earns from his new day job helps support his family.
He still plays football, for an amateur side, Shell FC, who compete in tournaments with other amateur teams. The standard is not as high but it’s keeping him ticking over until the time comes for another crack at the professional game.
By then Jay will be 30, and with a reputation as the player who went viral for his violent actions. He had always wanted to make a name for himself but not in this way.
“I am sorry for what I did. If there is a chance to return to play, I will make everyone see that I’m not an aggressive player like in the clip.”
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