Sports sponsorship: Vietnam's World Cup winning sponsors

Thang Do and Graciela Sylva

The 2010 FIFA World Cup offered strong media opportunities for brands in Vietnam, where there is strong interest in major sports (especially among young people) and fastest-growing digital technology take-up in Asia, But the official sponsors were not always the brands that benefited most.

Sports sponsorship: Vietnam's World Cup winning sponsors

Thang Do and Graciela Sylva Cimigo

Research conducted in Vietnam during the 2010 World Cup found that not all the official sponsors fared best. Brands that promoted activities that were relevant and...

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