Big step of marketing and sponsorship
The marketing and sponsorship activities are considered as the resources to serve the activities of the national teams as well as the training of young players. During the VIII term (2018-2022), VFF’s marketing and sponsorship has reaped many achievements despite facing many difficulties, especially the Covid-19 pandemic.
Successful serial success
In the past 4 years, Vietnamese football has played and achieved many outstanding achievements. From the youth level to the national team, when going to the international arena, they have brought back many proud achievements. The fact that the national teams compete successfully, resonate and create good effects in society has drawn the attraction of sponsors and brands to Vietnamese football. Having said that, the brand of the Vietnamese national team has become so valuable in the past 4 years. Almost every tournament has more sponsors coming to consolidate and build revenue, thereby recreating cash flow, building Vietnamese football.
In the past 4 years, the marketing and sponsorship activities have achieved good results with the annual increase in income, in which the income from the brands of the national teams has brought good sponsorship value for VFF’s activities.
In addition to maintaining contracts with many existing sponsoring partners, VFF has signed many new sponsorship contracts for the men’s, women’s and U23 national teams. In particular, signed a new cooperation with Dentsu Company to exploit and sponsor 3 national teams in the years of term VIII with high growth value, maintain cooperation with Grand Sport to sponsor equipment for national teams (10 team) and signed many new sponsorship contracts.
Many domestic enterprises have believed in the image of the national team’s brand image and participated in sponsorship (Vinamilk, Hung Thinh, TNI, Bamboo, Saigon Beer…). This is also the term VFF has the largest number of domestic partners participating in sponsoring out of the total of 13 sponsoring partners for national teams.
In addition to continuing to assign the right to manage, organize and operate Vietnamese professional football tournaments (National Championships, National Cups, National First Divisions and National Super Cups) to VPF Company, VFF also cooperates long-term and assigns contract and jointly organize the National U19 and U21 tournaments with Thanh Nien Media Group; U9, U11 and U13 championships with the Thieu nien Tien phong & Nhi dong News. In addition, VFF actively exploits the remaining commercial/financial sources of domestic tournament revenue by signing advertising sponsorships or cooperating in organizing tournaments (National Women’s Championship, National Second Division, National Futsal Championship & National Cup; National U15 and U17; Beach soccer….). Most non-professional football leagues have varying degrees of sponsorship for professional activity.
Overcome the challenge
The outbreak of the Covid-19 pandemic has greatly affected world football activities and of course Vietnamese football has also suffered many losses. Especially when applying the “bubble principle” as recommended by the AFC, the national teams had to change their plan of activities as well as practice and competition. Most of the national teams before entering the official tournament have to perform “internal and non-exporting”, in a more understandable way, it is eating and practicing closed. That will make the cost of accommodation at the hotel, the location of the training field were all increase. Thus, VFF will have to continuously spend money to respond to the new situation of training and competition of the national teams. And to have a source, of course, marketing and sponsoring activities were promoted. In 2020 and 2021, despite many difficulties due to the impact of the Covid-19 pandemic, VFF still deploys to buy franchises for matches of the national team abroad to connect promotional images with sponsoring partners, the broadcast rights… in order to maintain revenue from cooperation contracts.
During the term VIII (2018-2022), VFF has successfully signed a better and stable TV copyright value throughout the course. In parallel with the achieved results, the cooperation with television stations to propagate football activities, and at the same time expand propaganda on information channels (YouTube, Facebook ….) has helped build and promote Vietnamese football image deepens further in society and abroad.
| The commercial value of the national teams has increased After the successes in the international arena, the Vietnamese national teams have made the sponsors special attention and “poured” sponsorship money. Nearly every tournament from the youth level to the national team is produced and broadcast by broadcasters that buy the rights to produce and broadcast. This is the clearest demonstration of how great the commercial value of the national teams has been in the past 4 years. Grow strongly If only in 2018, Vietnamese football has a growth rate of 100%, then by the third quarter of 2022, it has increased to 199% in terms of sponsorship revenue. These are very encouraging numbers that show how big the role and contribution of marketing and sponsorship is in the development of Vietnamese football. |
