Football Sponsoring & Advertising a express entrance to Vietnam market
Vietnam Football sponsoring & advertising
DOMESTIC LEAGUE
• Early 1990s: The very first advertising boards were seen on the pitches with Pepsi, Dunhill, Tiger Beer
• 1998: A number of different brands became shirt sponsors: Plusssz, Halida
• 2000: V-League signed its first ever title sponsorship contract with Strata – A marketing agency
• Other following title sponsors: Sting (Pepsi Co) Kinh Đô, Number One, Euro Window, Vietnam Petro Gas, Eximbank, Toyota (2015)
VIETNAM FOOTBALL NATIONAL TEAM
• Vietnam National football team signed its first apparel contract in 2006 with Nike
• Current partners of VNFT are Sony, Yanmar, Zcom, VPMilk, GrandSports
Vietnam Football sponsoring & advertising
• Football is a express path for brands at its arriving stage
• Plusssz came to Vietnam in 1992, sponsored in 1997
• Pepsi came to Vietnam in 1994, sponsored in 1996
• Z.com came to Vietnam in 2012, expanded in 2014, sponsoring in 2016 and on
• Mr. Doan Nguyen Duc, HAGL: “Football amazingly made HAGL famous in Vietnam and the region”
• Mr. Tran Dinh Long: “Not many people knew Hoa Phat until we owned a football club”
International football broadcasting sponsorship & advertising in Vietnam
TOP EVENTS:
• World Cup, EURO and AFF Suzuki Cup - Broadcasters: VTV
• Premier League, Champions League and LaLiga - Broadcasters: VSTV/K+, VTVCab, SCTV, etc …
ADVERTISING
• Exposure on LED boards on pitches: Hoang Anh Gia Lai in 2007, Led Điện Quang in 2016, Tôn Đông Á in 2017, etc…
• TVCs on broadcasting channels: Hoa Phat, MyKolor Paint, Kangaroo Water Filter, etc…
Media and Public views
• Many brands became sponsors for domestic football (except for VNFT) because of political reasons
• Match fixing and intransparency in domestic league would against some brands interests such as banks, insurance: Only one bank remains as sponsor in domestic league
• Lack of on-site activities for sponsors
• Switching from domestic league to international football: Hoa Phat Group
Challenges & Opportunities
CHALLENGES
• Entertainment programs domination on Free to air TV at weekend
• In the U.S: TV Shows at weekdays. Only Sports at weekend
• Any changes for TV Programming in Vietnam?
OPPORTUNITIES
• Premier League is most watched sports league on TV,
• EPL, Champions League and LaLiga ranked Top 3 in viewership for sports digital newspapers such as Bongdaplus, thethaovanhoa, vietnamnet
• Vietnam economy development attracts a lot of international brands Yokohama Tyre, Chevrolet, Emirates, Chang, Grifols, Beko, Teka…
Entertaining and sexy football
Celebrities for shows
Entertaining treatment
Sport for all
Goes viral, sponsors image branding
