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