Sports in Vietnam are woven into the fabric of daily life, captivating a significant portion of the country’s 100m population. In this podcast episode of You Don’t Know Vietnam, we explore sports in Vietnam and discuss ways global brands can build audiences of super fans with sports editor Luu Thien.
Football is the nation's favorite sport, but there's so much more to uncover. With close to 20 recognized federations and a growing interest in basketball, Vietnam's passion for sports is undeniable.
“In terms of popularity, football reigns supreme in Vietnam,” says Thien. “Basketball is steadily gaining ground, especially among the younger demographic, and Esports has become a legitimate part of the sports landscape capturing the attention of everyone.”
Esports has evolved from being negatively stereotyped to a thriving industry. And with Esports now acknowledged as a legitimate sport and a lucrative sector, gaming is also undergoing a transformation in how it's perceived.
Asides from Esports, brands should keep their eyes on Vietnam’s niche sports such as ultramarathon, triathlon, billiards, or baseball. Thien believes that it offers new opportunities not only for talent but also for the brand to become more immersed and excel on the international stage.
When it comes to sports, the nation's triumphs, both at home and on the global stage, serve as sources of immense pride and unity. Victories in various sporting events fuel national spirit and mirror the evolving identity of Vietnamese sports culture.
“Whenever there is a national team or athlete competing at the highest level of a sport, like billiard or shooting at the Olympic, the whole country is always united behind that team or athlete,” says Thien.
However, there are obstacles to overcome, from the management issues in the local league to the struggle of attracting brands. And that's where European football clubs come in. With Vietnam's large population, growing middle class, and passionate sports fans, it's an untapped market waiting to be conquered.
It's hard to ignore this 100 million people market and also one of the fastest growing economies in the world.
Luu Thien
Sports editor
However, forging an authentic connection with Vietnamese fans demands a long-term commitment and engagement beyond fleeting social media trends or sporadic events.
Thien underscores the importance of humility, foresight, and the value of trustworthy local partnerships for brands eyeing the Vietnamese market. Additionally, he emphasises the need for consistent engagement with Vietnamese fans and entrusting local partners to creatively adapt content.
Looking ahead, the pivotal factors shaping the future of sports in Vietnam include the expansion of niche sports, the rise in purchasing power among fans, and the increasing involvement of mega-corporations in the sports landscape. These trends signal promising prospects for Vietnam's sports industry and its continued growth on the global stage.
