BIA SAIGON scores big with 3-year football sponsorship

The long agreement as Top Star Partner demonstrates BIA SAIGON’s commitment to accompany and support all of Vietnam’s national football teams in their pursuit of success in regional and international competitions

Based on the deal, BIA SAIGON will become the exclusive sponsor of the beer industry for the Vietnam national men’s football team, the national women’s team, and the popular U23 teams for three years, effective from this month.

According to Bennett Neo, general director of SABECO, Bia Saigon is a devoted sponsor and loyal supporter of the country’s national football teams both in domestic and international matches.

“Football is the national sport and it can galvanise and unite us together,” Neo told VIR. “It appeals to every corner of the country and as BIA SAIGON is also the pride of Vietnam, that is why our distribution network coverage is the same in every corner.”

Having been a supporting partner of the nation’s football teams for over a year already, the new sponsorship agreement also strongly reinforces BIA SAIGON ’s strategic intention and determination to bring out the best of Vietnam, as well as the brand’s commitment to promoting the overall development of Vietnamese sports.

“We are a national brand so we have a duty to support the national team,” Neo added. “Going by our 4C’s of consumption, conservation, country, and culture, these actions fit into the latter two.”

BIA SAIGON will be the highest-tiered sponsor and an exclusive one from the beer industry

SABECO, VTVcab Sports, and the VFF established a strong partnership in 2021 and the new agreement marks another milestone of strategic and longer-term cooperation. Accordingly, BIA SAIGON will be the highest-tiered sponsor and an exclusive one from the beer industry.

The signing event saw the presence of leaders from the Ministry of Culture, Sports and Tourism (MoCST), the Ho Chi Minh Communist Youth Union (HCYU), and also several national football team players.

Deputy Minister of Culture, Sports and Tourism Hoang Dao Cuong said, "The ministry strongly appreciates the attention and solidarity expressed by companies, especially SABECO. It is an enterprise with many contributions to Vietnam's culture, sports, and tourism, exemplified most recently by its support in sponsoring SEA Games 31 activities."

Cuong added that the new sponsorship is proof of a longer-term and comprehensive partnership between the BIA SAIGON brand and the other parties involved. “I hope that more companies will choose to accompany and support Vietnamese sport so that it can grow ever stronger, meriting its leading position in Southeast Asia and leaving its mark in international competitions,” Cuong said.

Over the years, SABECO has consistently contributed to Vietnamese sports as part of its sustainable development strategy. Along with recent sponsorships at SEA Games 31 as well as being the lead sponsor of the BIA SAIGON Cup 2022 for seven-a-side football, SABECO is also involved in various initiatives to support the development of sporting talents and to promote an active and healthy lifestyle in the community.

We want everyone to know not only us but Vietnam’s sporting talents – not only here but also overseas

“We support anything that develops the country, and sport is one aspect of that,” Neo added. “We want everyone to know not only us but Vietnam’s sporting talents – not only here but also overseas.”

In May, BIA SAIGON accompanied the MoCST to launch the joint community initiative “VIETNAM WINS GOLD”, rallying everyone in Vietnam to support the nation’s athletes during SEA Games 31, with a contribution of VND5 billion ($217,400) to support the training and development of athletes to reach international achievements and bring about the best of Vietnam sports.

SABECO is also working in partnership with the HCYU on the Fostering Sports project and other impactful activities for young talent, including the Luong Dinh Cua Award and the Excellent Young Worker Award. These initiatives also demonstrate the brewer’s unremitting efforts in its commitment to sustainability.

SABECO includes 26 breweries, 11 trading subsidiaries, and a nationwide distribution network. It offers a brand portfolio that consists of some of the most well-loved beer brands in Vietnam including Bia Lac Viet, Bia Saigon Chill, Bia 333, Bia Saigon Special, Bia Saigon Export, Bia Saigon Lager, and Bia Saigon Gold.