Bia Viet, a brand from HEINEKEN Vietnam, signed a sponsorship agreement with the organising committee and the official sponsorship consultant Viet Content and Trading JSC of the 31st Southeast Asian Games (SEA Games) and the 11th ASEAN Para Games to become an official sponsor of these regional sporting events.
|Representative of Viet Beer signed a memorandum of understanding with the Vietnam General Administration of Physical Education and Sports |
Vietnam will host the 31st SEA Games and 11th Para Games in Hanoi starting from November 21. This regional spectacle presents Vietnam with the chance to convey its uniqueness as a nation as it hosts as well as competes. It is also an opportunity to improve the nation's branding as SEA Games welcomes 11 countries to compete in 40 sports and 526 competitive events while the Para Games features 11 sports.
|Tran Duc Phan, deputy general director of Vietnam Sports Administration, gives remark at the conference on sponsorship promotion for the forthcoming sporting events |
“Regional sporting events like SEA Games and Para Games play a crucial role in presenting Vietnam to international audience. This requires concerted efforts by multiple stakeholders. Partnering with sponsors like Bia Viet will go a long way towards ensuring the outstanding success of these events,” said Tran Duc Phan, deputy general director of Vietnam Sports Administration cum vice president of the SEA Games 31 and ASEAN Para Games 11 organising committee.
|SEA Games and Para Games will put on display Vietnam’s dedicated spirit reflected in its hosting of the events and its athletes’ commitment. |
SEA Games and Para Games will put on display Vietnam’s dedicated spirit reflected in its hosting of the events and its athletes’ commitment. Bia Viet, created to honour the national spirit, has aptly become an official sponsor of these regional sports events. The sponsorship amount will be finalised and announced this June.
Speaking at the sponsorship signing ceremony, Alexander Koch, HEINEKEN Vietnam’s managing director, on behalf of Bia Viet, said, “We are honoured to become an official sponsor of the 31st SEA Games and 11th Para Games, which have been made possible thanks to the government’s successful management of the COVID-19 outbreak. Bia Viet celebrates the Vietnamese values of dedication and tenacity, so this is an amazing opportunity for us to join Vietnam in empowering its athletes to display the very qualities that define the country.”
|Bia Viet adjusted its product launch budget to donate VND10 billion ($434,780) to support COVID-19 frontline workers at medical establishments and isolation centres |
Bia Viet is the latest member of HEINEKEN Vietnam’s brand portfolio. Since its birth a year ago, the brand has turned the spirit of dedication into actions. Born amid difficulties, including the COVID-19 pandemic and natural disasters, Bia Viet has supported and assisted the worst affected in the community.
The brand adjusted its product launch budget to donate VND10 billion ($434,780) to support COVID-19 frontline workers at medical establishments and isolation centres. Last November, Bia Viet donated VND3 billion ($130,430) to get immediate relief to those affected by natural disasters in Central Vietnam. Prior to the 2021 Lunar New Year, Bia Viet presented in-kind and cash donations to 4,046 disadvantaged families in 24 provinces across Vietnam as part of its programme “Wishes of Fulfilment” to bring a fulfilling Tet to the local community.
HEINEKEN Vietnam is a subsidiary of HEINEKEN, the world’s most international brewer.
Established in 1991, the company now operates six breweries in Hanoi, Danang, Quang Nam, Ho Chi Minh City, Vung Tau, Tien Giang, and 11 offices across the country.
From humble beginnings with only 20 employees in Vietnam, HEINEKEN Vietnam is now the second-largest brewer in Vietnam with more than 3,500 employees. In Vietnam, HEINEKEN produces and distributes Heineken, Tiger, Larue, BIVINA, Bia Viet, and Strongbow cider.