Helping Sporting News launch in Vietnam and reach 2.7 million fans in one month
- 300articles per month
- 4social media platforms
- 50Maverage monthly views
About the client
Sporting News is one of the oldest sports publications in the US, first published in St. Louis, Missouri, in 1886. Today it runs 15 editions in 6 languages and reaches 50+ million users a month. It launched its Vietnamese edition in November 2022, just before the FIFA World Cup in Qatar.
- Client
- Sporting News
- Industry
- Sports media
- Market
- Vietnam
- Services
- Editorial team, SEO content, social media, video, graphic design
- Timeframe
- November 2022 to present
The challenge
Building a brand in a crowded market
A competitive market
Vietnam's sports media market has long been saturated, with established local publications and international brands competing for attention.
Sporting News is strong globally, but its Vietnamese edition had to build recognition and trust from scratch.
Two ways to grow
The main challenge was balancing two growth priorities.
Website traffic relied heavily on SEO. That meant steady content production and a clear understanding of what sports fans search for.
Brand awareness and a loyal audience needed a strong social media presence, especially in Vietnam, where mobile and social content dominate.
The team had to grow both channels without relying too heavily on a single traffic source.
What we did
Local interests first, on search and social
A local team with global backing
A seven-person team of content editors, producers, designers and social media experts ran Sporting News Vietnam day to day.
Our content marketing studio combined the resources of the global Sporting News with our local knowledge and hands-on experience in sports media.
Local interests first
We focused on what matters most to local audiences rather than copying the global strategy.
Instead of covering every sport equally, we prioritised the sports and competitions that attract the most interest in Vietnam.
SEO built around what fans wonder
For SEO, we paired keyword research with an audience-first approach. Beyond search volume, we looked at what people actually think about when they watch a match or follow a major event.
Sometimes it's not about sport at all. During Euro 2024, many fans wondered why the screen said Czechia instead of the more familiar Czech Republic.
Questions like this helped us find topics and search terms that matched what fans needed, from match predictions and odds to broadcast information and schedules.
Not all eggs in one basket
Alongside SEO-driven website content, we invested in social media distribution and made content for each platform.
This spread our traffic beyond search engines and made the brand more recognisable to Vietnamese sports fans.
- 7people on the team
- 300articles per month
- 4social media platforms
- 500articles during Euro 2024
Campaign spotlights
One win on search, one on social
Two moments show how the strategy worked, one on search and one on social.
Euro 2024: 2.7 million unique users in one month
Euro 2024 was a major SEO success for Sporting News Vietnam's organic traffic. Around 500 articles brought 2.7 million unique users and 8.3 million page views in a single month.
The campaign also delivered commercial results, with around 51,000 clicks for two link-insertion partners at a conversion rate above 5%. For that period, Vietnam became the second-largest market in the Sporting News network by traffic.
The strongest keywords were odds, match predictions, how to watch and TV schedules.
- 2.7M unique users in one month
- 8.3M page views in one month
- Around 500 articles
Facebook: 77% more views with the same number of posts
The Sporting News Vietnam Facebook page launched in 2022, but 2026 brought its strongest growth yet. In the first half of the year, views rose 77% year on year, with the same number of posts.
Facebook also became the number one driver of traffic to the website. That mattered more as publishers faced growing uncertainty around Google search traffic.
Growth didn't need more content. Better choices of story, timing and relevance reached more people with the same posting volume.
Vietnam led the way in the Sporting News network, growing mainly through social rather than search.
- 77% more Facebook views, year on year
- Facebook became the #1 source of website traffic
Featured work
Local angles that reached millions
Three pieces that show how a local angle turns into reach.
The Truong twins on TikTok
- 2.7Mviews
- 150Kreactions
- Local talent succeeding abroad, a point of national pride
- A simple highlight video with catchy music
Euro 2024 odds today
- 1.2Mpage views
- One evergreen article, updated daily
- Matched steady search demand through the tournament
Alysa Liu at the Winter Olympics
- 3.6Mviews
- 11Kreactions
- A US-China rivalry angle Vietnamese fans could relate to
- A simple graphic, timed to the moment
The results
Growth on search and social
During Euro 2024, Sporting News Vietnam reached 2.7 million unique users and 8.3 million page views in a single month. For that period, Vietnam was the network's second-largest market by traffic.
In 2026, Facebook views rose 77% year on year with no extra posts, and Facebook became the site's number one source of traffic.
The lesson behind it all is local understanding. Global content only works in Vietnam once you find the local angle that makes each story relevant.
- 2.7Munique users in one month (Euro 2024)
- 8.3Mpage views in one month (Euro 2024)
- 77%more Facebook views, first half of 2026 vs 2025
- #2market in the Sporting News network by traffic (Euro 2024)
